Knowing that many people can't be without Wi-Fi at the beach, O2 created a humorous way to promote its Huawei E5770 mobile hotspot.
The brand created a team of male "human hotspots" dubbed the 'GuyFi' team that were sent out to the beach in order to provide Internet coverage and charge phone batteries. Since Brighton Beach is known as one of the spots with terrible access to Internet, the GuyFi team made it a lot easier to check into Facebook and instantly share selfies to Snapchat. The team of GuyFi men is led by British gymnast Louis Smith, who took home a bronze medal at the London 2012 Summer Olympics.
The quirky stunt pokes fun at the desperation of people who are unwilling to disconnect, even at the beach, while also pointing out the convenience of using O2 Pocket Hotspots wherever they are needed.
What Makes This Trend Stand Out
- Mobile Wi-fi Hotspots
- Creating mobile Wi-Fi hotspots manned by teams of individuals to provide Internet coverage and charge phone batteries offers a disruptive innovation opportunity for enhancing connectivity in areas with limited or no access.
- Location-based Wi-fi Services
- Offering location-based Wi-Fi services in areas with poor Internet access, such as beaches, presents a disruptive innovation opportunity to meet the demand for connectivity in unconventional locations.
- Humorous Promotional Campaigns
- Using humor in promotional campaigns, like O2's GuyFi team, can create a memorable brand experience while effectively highlighting the convenience of using mobile hotspots.
Sectors Adopting This
- Telecommunications
- Telecommunications companies can explore the disruptive innovation opportunities of providing mobile Wi-Fi hotspots and location-based Wi-Fi services.
- Travel & Tourism
- The travel and tourism industry can leverage mobile Wi-Fi hotspots to enhance the connectivity experience for visitors, especially in areas with limited Internet access.
- Advertising & Marketing
- Advertising and marketing agencies can consider incorporating humor in promotional campaigns to create impactful brand experiences and effectively communicate product benefits.
