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Top 6: June 13th 2018

Tele2: Rain Wi-Fi project

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Top 6: June 13th 2018
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 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.
Other credits

Brand: Tele2

Creative Agency: Geometry Russia

Executive Creative: Director Oleg Tumanov,

Art Director: Oleg Sergeev

Copywriter: Elena Solovieva

Head of Art: Anastasia Tumanova

3D Designer: Vladimir Blagiy

3D Designer: Nikolay Popov

Art Director: 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: BC Communications; Maria Shakhova PR Agency; Studio 2.35

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