Head of Marketing Department of Northwest Macroregion
Head of St. Petersburg Marketing Department
Senior Marketing Specialist
Marketing Projects Manager
Write a short summary of what happens in the ambient or digital execution or campaign.
The audience was invited to experience the brand in-the-field in a new technological way: we invented the unique device – Rain Wi-Fi – the world's first rain-powered 4G-router that turns rain into free Internet. Those devices were installed across the city in selected locations.
A team of engineers created an intelligent design solution – 4G-generator. Technological innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: The device is installed into a drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi. To date,
a number of rain-powered 4G-routers have been installed across St Petersburg where its residents not only can benefit from high quality Wi-Fi connection, but also access exclusive content provided by exciting partners – The National Geographic channel, Psychologies and WWF.
Cultural/Context information for the jury
The campaign was targeted at urban residents of St. Petersburg who actively use mobile internet (chatting, watching content, playing games etc). An extensive investigation helped Tele2 to find local insights, painful for the audience:
- Many of historical buildings in the city form narrow well-like courtyards. They are rather dense and
uncomfortable with absolutely no 4G-connection.
- This city is also very wet: 200 rainy days on average per year. When constantly running to hide from the rain in these ancient courtyards, people are mostly unable to use internet connection. Acknowledging the fact that the target audience simply can’t live without mobile internet, Tele2 installed rain-powered 4G-routers in courtyards across St. Petersburg, in the places where other mobile operators didn’t work at all. To support the campaign Tele2 launched promo page rainwifi.ru and invited city residents to vote for city locations where they believed they needed Rain Wi-Fi the most.