On a market dominated by telecom giants, local ISP ume.net in Umeå, Sweden wanted to increase their awareness and market shares. But because of its small size and budget, they needed to do something that would generate organic attention and spread. So we needed to find a target audience that was active on the internet, but also potential customers for ume.net — we focused on the early adopters of tech and gaming. One of their biggest problems is lag, i.e. buffering, delay and other symptoms of slow internet. The opposite of what ume.net offers.
Using the disturbance as our insight, we created an experiment — four people got to live with lag, in real life. Something that our target audience could relate to and share. To maximize the impact, it was launched in carefully selected forums, where our audience shares and finds new content, and lag is a recurrent topic.
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