Title	EDUCATIVE WIFI
Brand	VODAFONE
Product/Service	DSL 200
Category	B03. Use of Ambient Media: Small Scale
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY
Production	MAEDCHENFILM Hamburg, GERMANY

Name	Company	Position
Goetz Ulmer	Jung von Matt AG	Board Member
Tobias Grimm	Jung von Matt AG	Executive Creative Director
Jens Pfau	Jung von Matt AG	Executive Creative Director
Thimoteus Wagner	Jung von Matt AG	Executive Creative Director
David Leinweber	Jung von Matt AG	Creative Director
Simon Hiebl	Jung von Matt AG	Creative Director
Savina Mokreva	–	Art Director
Robin Stam	–	Copywriter
Helge Hoffmann	Jung von Matt AG	Copywriter
Joerg van der Vegte	Jung von Matt AG	Junior Art Director
Hannah Flechtker	Jung von Matt AG	Junior Concept Developer
Maris Polis	–	Motion/Graphic/3D
Lisa Artaker	Jung von Matt AG	Account Director
Nina Hellenkamp	Jung von Matt AG	Project Manager
Fred Schuler	Maedchenfilm	Executive Producer
Younes Marquardt	Maedchenfilm	Producer
Philip Matošuek	–	Director of Photography
Martina Plura	Maedchenfilm	Director
Christopher Ollech	Maedchenfilm	Editor

The Campaign

We launched a unique cooperation with schools. Educative WiFi now gives students free access to wireless networks where the WiFi names are questions from their curriculum. The respective answers to the questions make up the passwords. So in order to get the passwords, students actually need to do what they’re supposed to in school: learn.

Creative Execution

Several high-performance routers were installed on school grounds. Teachers can name the WiFi access points with questions from their classes, varying the levels of difficulty. To keep students learning, teachers consistently replace the questions with new ones. A student’s knowledge then pays off immediately: free access to Vodafone networks allows them to spend the breaks surfing the net together, instead of using their own data volume.

Results

Thanks to Educative WiFi, learning became a pleasure and Vodafone the conversational topic number one amongst schools, students and teachers across the country. We reached our target audience off the beaten path of traditional advertising channels and convinced them of Vodafone’s broadband Internet.

Traditional advertising often doesn’t succeed in gaining teenager’s attention anymore. With Educative WiFi Vodafone found a clever way to get in touch with young people and promote its broadband internet offer.

Students love being online during breaks. And that’s exactly where we want to let them experience the power of Vodafone’s network. Due to the ban of conventional advertising at schools, we initiated a unique cooperation.