Title	OFFLINE GAMERS
Brand	STOFA
Product/Service	THE WIFI SCANNER
Category	G04. Social Behaviour & Cultural Insight
Entrant	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production	GOBSMACK PRODUCTIONS Copenhagen, DENMARK

Name	Company	Position
Søren Christensen	Robert/Boisen & Likeminded	Strategic Director
Heinrich Vejlgaard	Robert/Boisen & Likeminded	Creative Director
Niklas Hultquist	Robert/Boisen & Likeminded	Art Director
Frederik Voetmann	Robert/Boisen & Likeminded	Art Director
Gitte Andersen	Robert/Boisen & Likeminded	Project Director
Klaus Spendser	Gobsmack Productions	Film Director
Christina Erritzøe	Gobsmack Productions	Producer
Nya Bille	Gobsmack Productions	Producer
Thomas Parastatidis	Robert/Boisen & Likeminded	Art Director
Magnus Mynderup-Bjørnshave	Robert/Boisen & Likeminded	Art Director
Bjørn Vidø	CPH Sound Design	Sound Designer
Thorbjørn Münter	Welcome Post	Welcome Post

Why is this work relevant for Brand Experience & Activation?

A lot of internet provider companies will promise you a lot trying to haul you in: Usually very fast speed and low prices. But very few of them will actually take responsibility to deliver what they promised. This a campaign in which Danish internet provider Stofa walked the talk and activated many more Danes in a profound way by tapping into the widespread gaming culture. Not only did the Danes engage with the content and downloaded the new app massively. They scanned millions of meters in their own homes resulting in increased customer satisfaction and 2 digit sales increases.

background

The Danish internet provider Stofa had a problem with low customer satisfaction. People were complaining about poor internet, but actually the problem was not bad internet, but bad WiFi. Poor placement of routers, dead WiFi spots in apartments, too much concrete, aquariums etc. were the real enemy. Stofa wanted to fix this problem by launching a new app open for all Danes: The WiFi-Scanner. The task was to activate the Danes and make as many as possible download the WiFi-Scanner app.

Describe the creative idea (20% of vote)

To promote the launch of the WiFi-Scanner, we invited 6 parents to experience the consequences of bad WiFi through their teenage gamer kids. We then installed hidden cameras in the gamers' rooms without their knowledge. Each time the gamers reached an important moment in the game, we tampered with the WiFi connection and waited for their reaction. The kids went crazy and proved to the parents just how important a stable WiFi-connection can be for gamers and for the sake of peace in the home.

Describe the strategy (20% of vote)

The Internet provider category is low involvement. Nobody really cares as long as the internet actually works. But if the internet is down or slow all hell breaks loose. We wanted to utilize this tension to promote the app. We did this by addressing one of the occasions in which bad internet causes most grief: Gaming. First we launched The WiFi-Scanner app. An app that lets you scan your home by utilizing AR-technology and customized recommendation helping to actually improve your WiFi reception and get a better experience of the product you’ve bought. Secondly, we launched ‘The Offline Gamers’ campaign in order to cut through the clutter in this low involvement category. Thirdly, we followed-up with tactical messages pushing app-downloads and sales.

Describe the execution (30% of vote)

The experience was launched online and on nationwide television, where all Danes for a 6 month period were encouraged to get rid of bad WiFi through a series of campaign elements; First a herofilm showing the Offline Gamers going crazy in a WiFi prank. Then a video explaining the app and its features. Finally, influencers took the concept in their own hands and pranked their parents back proving that everyone can be affected by bad WiFi.
On social media, the campaign sparked high engagement as the Danes at first saw how the Offline Gamers struggled to win their Fortnite matches – creating a relatable experience that was shared by fellow gamers and used as a message to their parents that bad WiFi is no joke.

List the results (30% of vote)

The campaign delivered strong results across the three phases of awareness, engagement and action: 92% reach of the Danish population Youtube view time: 1 min 48 sec in average (spot lenght: 2 min 23 sec) +20% Brand preference 23% Engagement rate (+29 x Facebook benchmark) #1 Most downloaded app in Denmark within 24 hours from #107 App downloaded 124.370 times +200.000 scannings +2.700.000 meters scanned Customer satisfaction: +32% Online orders up by 44% (compared to last year) ROMI: 6,02

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Many households have experienced the frustrations and loud emotions of their teenage gamer kids, but most parents have little understanding to why their teenage gamer kids go through such emotional turmoil when a laggy home connection affects their games. To help explain parents the social behaviour of their gamer kids, we tapped into a cultural phenomenon trending among the youtube-generation: Hidden camera pranks. The campaign helped create an understanding between parents and their teenage gamer kids and highlighted why a stable internet connection is key to peace in the home. The prank itself was well received amongst the gaming community and inspired some of the most influential Fortnite youtubers to re-prank their own parents to show, that everyone can be affected by an unstable WiFi-connection.