When we first met TP-LINK, they told us that an incredible 75 million households have a TP-LINK router, yet brand recall was practically nonexistent. Our task was to increase brand recognition by addressing one of the most common problems of modern households – Bad Wi-Fi.
We’ve all grown accustomed to compromised Wi-Fi. From plugging router wires in and out to constant tech support calls, we’ve been led to believe there was no other way.
We created a campaign that features a family that literally lives with bad Wi-Fi fixes. His name is Cameron. Thanks to TP-LINK, the family is able to break free and live the ultimate Wi-Fi life.
Next, we built an accompanying OOH campaign in key cities across the U.S. capitalizing on contextually relevant themes to grab attention. A partnership with the LA Kings led to our hockey themed boards and in Minneapolis, we compared bad Wi-Fi to something all Minnesotans struggle with – frozen lakes.