When we first met TP-LINK, they told us that an incredible 75 million households have a TP-LINK router, yet brand recall was practically nonexistent. Our task was to increase brand recognition by addressing one of the most common problems of modern households – Bad Wi-Fi.
We’ve all grown accustomed to compromised Wi-Fi. From plugging router wires in and out to constant tech support calls, we’ve been led to believe there was no other way.
We created a campaign that features a family that literally lives with bad Wi-Fi fixes. His name is Cameron. Thanks to TP-LINK, the family is able to break free and live the ultimate Wi-Fi life.
Next, we built an accompanying OOH campaign in key cities across the U.S. capitalizing on contextually relevant themes to grab attention. A partnership with the LA Kings led to our hockey themed boards and in Minneapolis, we compared bad Wi-Fi to something all Minnesotans struggle with – frozen lakes.
To further support the campaign, we created accompanying digital banner assets to live alongside the spots, driving home the STOP LIVING WITH BAD WI-FI FIXES mantra.
“After speaking with many agencies, we chose Battery to launch our first ever major North American video ad campaign. Their understanding of our wide consumer base, from families to gamers, was unparalleled. We then tapped into them again to launch an OOH campaign across multiple cities that they executed from concept to completion in less than 3 weeks! We look forward to continuing our work together to support our product launches and our brand.”
Crystal Whitcomb, Director of Marketing TP-LINK