Play Scrabble Wi-fi

9 letters : B-R-I-L-L-I-A-N-T

What a great idea by Ogilvy Paris. They have rolled out free wifi hotspots in places where you can’t get any connection in Paris. To access the “Play Scrabble Wi-fi” network you had to prove your spelling skills, using letters to create a word, just like in the iconic game. The score from the word was converted into free wifi minutes. The higher you scored, the longer the connection.

Scrabble is an old game whose concept was created in 1931, then developped in 1948 as we know it today. By using today’s technology in such a creative way, Ogilvy proves Scrabble is timeless, and can remain very contemporary.

Here is the video case study, which is also very well designed :