Sonera
Home is where the Wifi is
Context
Sonera needed a way to sell home broadband without talking only about speed, routers and technical details. The idea had to work again and again, in different campaigns and everyday situations.
Approach
We turned Wifi into a character. The little dog made home internet feel simple, familiar and easy to like. It could look for a home, find one and move with you. A technical service became a story people could follow.
Execution
Wifi got his own story, told over three waves. It ran on TV, online video, social, buses, DOOH and in Sonera stores.
Outcome & Role
One little dog did what a spec sheet never could: it made home internet warm and human. The character carried Sonera from one campaign to the next without the service ever feeling technical.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production · Directing
Concept and campaign made together with my copywriter partner.
Wifi etsii kotia - Wifi Looks for a Home
The first wave introduced Wifi: a little dog looking for a home.
Wifi löytää aina kodin - Wifi Always Finds a Home
The second brought him home.
Wifi muuttaa mukanasi - Wifi Moves with You
The third made him part of moving and life’s changes.
