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.