Unexpected message, in an unexpected media channel. When the Swedish mobile operator 3 wanted to promote their "Pocket WiFi", a portable WiFi unit, we used an unexpected media channel – WiFi. We set up a hotspot at the Central Station in Stockholm. While waiting for departures and delayed connections, most people are using smartphones, tablets and computers. There is also a 3 Store at the station. We made the WiFi public and named it ”Looking for WiFi?”.
When people connected to the network they were redirected to a web page where the local 3 Store asked if it was not about time getting your own WiFi. The message included product information and directions to the 3 Store. Not only did we surprise people with an unexpected message in an unexpected media channel. The media was free and reached the target audience just as they were looking for WiFi.