Every second spent waiting for videos to buffer and pictures to download because of poor internet connection is pointless. In a long run seconds become minutes, minutes hours and hours become days of waiting and not doing something meaningful with your life. To communicate the speed of the 4G connection we let people test how much time they would save from waiting if they used faster 4G. We asked what people would do with the exrta time and made their dreams come true. These actions turned into the commercials of the campaign
To activate people we dramatised the cause of poor connections by making buffering commercials. Then we encouraged people to tell what they would do with the extra time won with faster 4G connection.
At the campaign site people took a personalised and entertaining test to find out how much time they would save with faster 4G connection. After they got their result in hours and minutes, they told us what they would like to do with the extra time.
For more personal touch, people could create an avatar to the campaign site.
"If I had extra time I would like to ride motocross first time in my life."
"If I had extra time I would like to find myself a partner."
"If I had extra time I would learn how to salsa."
"If I had extra time I would like to play my guitar at Tavastia."
Creatives: Riku Eteläkoski & Jussi Pekkala, Creative Director: Mikael Nemeschansky, Director: Taku Kaskela, Production: Bees Knees, Illustrator: Markus Magnusson