Title	EDUCATIVE WIFI
Brand	VODAFONE
Product/Service	DSL 200
Category	B04. 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

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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

With Educative WiFi we found an outstanding way to circumvent the ban of conventional advertising at schools and promote Vodafone’s broadband internet.

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.