The ‘Dtec's' Dogs in T-Shirts Provide Free WiFi
Laura McQuarrie — June 5, 2013 — Marketing
References: creativejuicebangkok & brandingmagazine
Free WiFi is always appreciated, but it is even better when it is provided to you by a dog in t-shirts. Thailand’s leading mobile telecom company ‘Dtac,’ paired with advertising agency ‘Creative Juice Bangkok’ for this new ‘Moving WiFi’ service that provides Internet-accessible hotspots throughout the city.
The “work and play” campaign involved sending out dogs of all sizes wearing t-shirts and collars with WiFi capabilities. When people on the streets of Bangkok got close enough to these roving pups, they could connect to the free network. The unusual new service was put in place to emphasize that ‘Dtac’s’ service is “stable even when moving.”
This idea was incredibly well received by the people of Bangkok, who loved getting free Internet access throughout the city and playing with the campaign’s dogs.
The “work and play” campaign involved sending out dogs of all sizes wearing t-shirts and collars with WiFi capabilities. When people on the streets of Bangkok got close enough to these roving pups, they could connect to the free network. The unusual new service was put in place to emphasize that ‘Dtac’s’ service is “stable even when moving.”
This idea was incredibly well received by the people of Bangkok, who loved getting free Internet access throughout the city and playing with the campaign’s dogs.
Trend Themes
1. Moving Wifi - The trend of providing WiFi access through mobile devices or portable hotspots, allowing users to connect while on the move.
2. Branded Experiences - The trend of creating unique and memorable experiences for customers through creative and unconventional marketing campaigns.
3. Internet of Things (iot) in Advertising - The trend of incorporating IoT technology, such as WiFi-enabled devices, into advertising campaigns to engage consumers in innovative ways.
Industry Implications
1. Telecommunications - The telecommunications industry can explore the disruptive innovation opportunity of offering WiFi services through mobile devices or wearable technology.
2. Advertising - The advertising industry can capitalize on the trend of creating branded experiences through unconventional marketing campaigns like using dogs with WiFi capabilities to engage customers.
3. Hospitality - The hospitality industry can leverage IoT technology in their advertising strategies to provide unique and interactive experiences for guests, such as offering WiFi services through wearable devices or IoT-enabled amenities.
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