We could surely argue that the advantages of owning a smartphone are more than the disadvantages: it connects us with each other, helps us keep on track with our lives and entertains us with hundreds of games. The biggest disadvantage, however, is that it has made us forget how to write properly and spell correctly. Mattel wanted to show this.
Mattel’s goal was to persuade smartphone users to play scrabble on their phones. In return, it offered them what every smartphone user craves today: more wifi connection.
Following the original scrabble rules, the higher a player’s score, the longer the free wifi connection was.
The brand had a Scrabble van, offering wifi connection move around Paris, parked in parks, museums, and even shopping malls.
The great success of this campaign has led to a discussion between Mattel and Ogilvy to install Scrabble wifi on a larger scale, as a more playful way to get connected to the Internet in public spaces. Following the completion of Scrabble Wifi, Ogilvy is now working on partnerships with airports, highway rest top, resorts and fast-food restaurants.