Express Wi-Fi is a new service offering by Facebook which allows users to connect their digital devices to the internet via a local hotspot. In most cases, users pay to use the service.
The goal of the campaign was to promote Express Wi-Fi and get millennial’s (18-34 y/o) to sign up and try the service, Facebook partnered with two local ISP’s (internet service providers) COOL LINK and TIZETI to provide and promote the service, selecting Lagos as the launch city.
STB McCann was tasked with developing a creative idea and integrated campaign (digital, traditional media and experiential) to go live on the 1st of August 2018. Project deliverables included Online ads (FB, Gaming, etc), OOH, Radio and On-ground activation.
The campaign ran for a period of 8 weeks, achieving a cumulative 15% increase in active users of express wi-fi, while also revitalizing dormant hotspot merchants.