Work / Shaw / 2016 / Brand Story
Each year, Canadian families consume more and more WiFi. To get ahead of this increase in WiFi consumption, Shaw released a faster, further-reaching WiFi modem, which offered Canadians stronger signals in every room of the house.
The challenge was to explain the benefits of this new modem to Canadian families in a clear and relatable way. Our solution was to take Bud, the beloved Shaw Bot, and give him a WiFi-obsessed family.
The new family was created with the issues of the modern family in mind – they love to download, surf, and binge-watch their favourite shows.
Shaw’s new WiFi modem offered them the freedom to Internet to their heart’s content from any room in their home.
A key to the campaign’s success was tapping into real family insights across all channels.
The radio spot used the family to clearly explain the further-reaching WiFi signal of the new modem.