Russian mobile operator Tele2 challenged its agency, Geometry Russia, with a problem – heavy mobile internet users did not perceive Tele2 as a suitable provider. Adding to that, St. Petersburg, Russia's second biggest city, had the largest negative brand perception. To elevate its perception, Geometry Russia set to help Tele2 create a unique experience which allowed St. Petersburg residents to solve the city’s connectivity issues.
St. Petersburg has many historical buildings that feature narrow well-like courtyards, with absolutely no mobile or wifi connectivity. It also rains 200 days on average per year. When constantly running to hide from the rain in these ancient courtyards, St. Petersburg residents are mostly unable to use their mobile phones successfully.
Tele2 decided to turn these two negatives into a solution. Tele2 introduced the Rain Wi-Fi project – the world's first rain-powered 4G-router that turns restrictive weather conditions into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. This new innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: the device is installed into any drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi to the immediate area.
The launch of the Rain Wi-Fi project was supported by a digital campaign, inviting city residents to visit rainwifi.ru to vote for locations where the wifi was needed most. With a flurry of votes that came in, rain-powered 4G-routers were installed across St. Petersburg delivering free 4G in the places where other mobile operators didn’t work at all.
To date, a number of rain-powered 4G-routers have been installed – and will continue to be installed – across St. Petersburg and mobile internet users not only get free 4G connection, but also access to exclusive content provided by partners – National Geographic, WWF and Psychologies.
Ambient advertisement created by Geometry Global, Russia for Tele2, within the category: Electronics, Technology.
Creative Director: Oleg Tumanov
Art Director: Oleg Sergeev
Copywriter: Elena Solovieva
Head of Art: Anastasia Tumanova
3D Designers: Vladimir Blagiy, Nikolay Popov
Post-production: Dave Gold
Head of Strategy / Planning: Olga Belyaeva
Planning Director: Olga Kazmina
Account Director: Alexey Kostenko
Account Manager: Tatyana Simakova
Account Executive: Maria Shestaeva
Traffic Manager: Larisa Vasilyeva
Junior Producer: Anna Guseva
Chief Executive Officer: Maria Kovaleva
Chief Creative Officer EMEA: Howard Smiedt
Partners: Maria Shakhova /BC Communications
PR Agency: Studio 2.35