The Google Access team works towards improving internet access in emerging markets. As part of this initiative, they were bringing fast, free Wi-Fi to 400 of the largest train stations across India. As one of the first large scale Wi-Fi deployments in India, this set the market reference point for quality public Wi-Fi.

The task was simply put as create an opportunity for the TG to experience high speed internet. The sophistication of the task stemmed in from its uniqueness, scale and reach.

The objectives were defined as-

· Increase awareness and daily active users of RailWiFi.???

· Increase brand association of RailWiFi with Google as a project partner.

· Highlight the project among key opinion formers- stakeholders in Govt., policy and industry partners.

In India, it is predicted that language changes every 15-20 kilometers at the level of communication. This simple fact demonstrates the complexity and the challenges the program had. However, there was one human truth which cut across all these barriers – The want to do better. We latched on to this simple human insight and presented internet as a tool which will support them in this journey. Turning railway platform into a platform that lets you discover all that internet has to offer.

The creative idea did not stop by just getting people experience internet, but worked harder after that to bring out the real stories of transformation. These stories of advancement from people amongst them inspired the larger mass to experience and use the internet to achieve what they seek.

The strategy – create an opportunity and inspire this audience to experience high-speed internet.

The target audience was both public and policy makers.

The strategy was 2 pronged -

1) About the wifi - The task outlined was to create awareness around wifi work amongst both public and policy makers.

2) The impact - The task outlined was to tell the world about the transformation which this wifi had brought across millions of Indians. We went back to the stations, spent time talking to people understanding what this meant and did for them. We found that a simple high speed wifi opened up a world of possibilities for them. These stories of transformation were truly inspiring and unique and needed to be told, thus #storiesfromstation was born.

The execution had 2 specific parts

1) At the station - An omni channel localized creative execution approach was used. Message was created based on user journey based on factors like access barriers, behavior, language, gender etc.

Over 2000+ creative assets in 12 different languages were created and deployed. The campaign ran through 2017-2018. Users were also strategically targeted through digital and on-ground activations team.

Assets deployed –

Glow Sign boards

OOH Paid Campaign

Audio Announcements

Demo Videos

Geo targetted Digital Campaign

IRCTC SMS Campaign

BLE Beacons

2) The impact - We told 3 stories amidst the hundreds we found

a. With a porter- Srinath

b. A woman autorickshaw driver- Helen

c. Martial art trainer - Naresh Babu

These videos went viral on social media and generated over 5M views and over 20M reach with Govt of India also tweeting about it.

The railwire program made an impact at

Policy and infrastructure – By being the largest public wifi deployment in India, it set the reference point for quality public wifi access in India.

It also fueled the rapid digitization being promoted by the government of India.

Business level – By 2019, over 100m users will spend an extra USD 3Billion annually on MBB and handsets because of their experience of high-speed public wifi.

At grassroots level, the local business of cabs, vendors at the station also benefitted by using high speed public wifi through digital payments and accessing railway information etc.

Human Level – People used the internet connectivity in their own unique ways. The data consumption on the public wifi was 3x of the regular usage. 75% of these users used it as a tool for productivity and advancement. A lot of the users were also first-time internet users