Tele2 introduced The Rain Wi-Fi project - the world's first rain-powered 4G-router that turns rain into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. Technological innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: The device is installed into a drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi.

To create a truly immersive experience and a long-term interaction with the brand, Tele2 supported the launch of technological ambient devices with a digital campaign. 

Through SMM and online media publications we invited people to visit online promo page at rainwifi.ru to vote for locations where Rain Wi-Fi is needed the most. To date, a number of rain-powered 4G-routers have been installed across St.Petersburg and heavy mobile internet users not only get free 4G connection, but also get access to content provided by partners. During the campaign rain-powered router has worked for 534 rainy hrs and delivered 20,5 TB of free internet including: 16000 hrs of documentaries (National Geographic), 15800 hrs of educations (WWF) and 3,6m articles (Psychologies). The campaign has got coverage across 53 SM public pages, 105 publications, 2 TV broadcasts. First phase happened from November to December 2017, the second phase – from April to June 2018.

Rain Wi-Fi activation campaign increased innovative brand image and it's got everyone talking. We achieved over 139 000 000 media impressions, 130 000 of residents took part in offline activation and had connected to rain-powered 4G-routers. 80% of participant turned up heavy mobile internet users, which proved that targeting was precise. The message was delivered directly to the audience that had problems with mobile connection before and changed negative perception of Tele2: innovative brand image attribute has grown by 100% and the operator became attractive for heavy mobile internet users. Moreover, 40% of residents aware of the campaign pointed out a positive impact of the project for the city of St. Petersburg.

But it’s not all. Microsoft became the partner of the initiative and powered Rain Wi-Fi routers with Microsoft Azure technology, which helps to analyze data and control the network of gadgets.