Waoo | Wifi invasion

WAOO ships over 3,000 routers a month, each broadcasting a Wi-Fi name. That overlooked line of text became our media. To drive awareness of nationwide fiber, we collaborated with customers to use their Wi-Fi names to deliver messages to nearby non-customers right as they checked for connection.

We rewarded customers who joined the “invasion” and gave non-customers tools to vent frustration. The campaign turned routers into a low-cost, high-impact channel, generating buzz and increasing awareness, preference, and sign-up, proving that even invisible media can deliver visible results.