As part of the repositioning of Danish Internet provider WAOO, a campaign was launched with the ambition of letting people realize the full potential of the Internet. Our brief was to activate this platform with smart initiatives proving that an Internet supplier can actually make a positive impact on the world. With 2,5 billion terabytes of browsing data generated daily the potential of leveraging this staggering amount of data was very high. But how do you get the attention of people who just want to watch cute animal films?

The project was kicked off with our launch film. It was spread through social channels and different blogs across the Internet. The film directed users to a supporting landing page where they could read more about the mechanics of the project. From there they could click through to the Chrome store and install the browser plug-in. The project was launched on a global scale in April 2016 and grows organically into the future.