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Brand Experience: Comment acts as Cloud messenger
Leading live communications agency Comment UK, in partnership with Blackjack, leading field marketing agency, has been staging a live promotional and direct marketing programme to support The City of London and The Cloud's launch of a cutting-edge WiFi mobility network which could benefit 350,000 city workers.
The Square Mile's new network, which is the most advanced outdoor WiFi network in Europe, covers 95% of the City of London's Square Mile. It will enable both workers and visitors to stay connected and to increase productivity and minimise downtime (benefit from mobile broadband speeds, data/media downloads, VoIP calls) by using this unique environment. Nokia is sponsoring the launch and giving users one month's free access to the network. The sponsorship will enable anyone with a WiFi-enabled device to go online, check email and access a wealth of new media content on the go.
The WiFi network has been built onto existing street furniture including lamp posts and street signs. The network will allow anyone with WiFi-enabled devices to access the internet on streets and in open spaces.
CommentUK is executing a number of different live action sequences which will take place in train stations and public spaces throughout the square mile. As these sequences are acted out leafleters hand out information and a team of demonstrators show the public the Nokia WiFi devices and enter them into a competition to win a device.
Comment's activity will have two strands. Outside train stations during the rush hour there will be a weather girl scenario. Dressed in a bright yellow mac, complete with hood the weather-girl reports on the latest conditions in the city. "The entire city is now covered by Cloud. So whenever you step out, don't forget your laptop, or mobile phone!" She is scripted in such a way that all the lines she delivers will be in weather-report style forecasting a broad band of Cloud covering the city.
In addition, in the City's public spaces at lunchtime Comment UK will play out an office scene. One character will be an old fashioned chap tied to his desk with telephone cables, LAN cables. He is a hapless being who won't embrace technology and as such, suffers the price. The other character, a modern savvy lad who embraces WiFi technology, uses The Cloud network to do all his business and consequently reaps all the rewards.
08 May 2007