Sonera
WE TURNED WIFI INTO A DOG
Context
Sonera, now Telia, is one of Finland’s largest telecommunications companies.
It needed a way to sell home broadband.
The idea also had to work beyond a single campaign and adapt to different moments in people’s lives.
Approach
Home internet is invisible. So we gave it a face.
In Finnish, WiFi sounds like Fifi, a familiar name for a dog.
So we turned WiFi into a small, lovable dog. The character gave an abstract service warmth and personality, made it easy to understand and gave Sonera a story that could continue over time.
My Role
Art Direction · Concept Design · Visual Design · Directing · Multichannel Production
Concept and campaign created 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 followed him into moving and other changes in life.
The story ran across television, online video, social media, buses, digital out-of-home and Sonera stores.
One character gave campaigns one continuous story.
