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Mobile Advertising

Bronze Winner


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Entrant: Ogilvy Paris, Paris
Scrabble
"Scrabble WiFi"


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  • Corporate Name of Client:
    Mattel
  • Client Account Director:
    Anne-Laure Abraham
  • Agency Account Director:
    Julien de Beauvoir
  • Agency:
    Ogilvy Paris , Paris
  • Chief Creative Officer:
    Chris Garbutt
  • Executive Creative Directors:
    Cedric Gueret
    Kurt Novack
  • Copywriter:
    Remy Aboukrat
  • Art Director:
    Chris Rowson
  • Creative Technologist:
    Erick Soulard
  • Developer:
    Michel Guilhermet
  • Motion Designer:
    Bastien Baumann
  • Description of the Project:
  • To excite people about Scrabble, we created Scrabble WiFi - a playful way to turn words into WiFi passwords. We encouraged smartphone users in public spaces to create a Scrabble word, and rewarded them with what they needed: a free WiFi Connection.  Words' scores were converted into free minutes of internet connection.  We wanted to surprise and reach our audience where they weren't expecting to be reached.  We did this by utilising 'available networks' pop-up windows on WiFi enabled mobile devices.  A branded Scrabble WiFi van travelled around cities, delivering WiFi connections in spaces where people needed it most, proving that words really can unlock a world of fun.