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May 1, 2007

WiFi weather girls hit City of London

If you’re wandering round the City of London this week and see a girl dressed in a bright yellow mac with the hood up, don’t assume it’s raining. She could simply be part of the live marketing campaign promoting the Square Mile’s new Wifi mobility network, which is set to benefit 350,000 City workers.

Created by one of Europe’s leading technology innovators, The Cloud, the new network – the most advanced in Europe – covers 95% of the City of London’s famous Square Mile. It will enable both workers and visitors to stay connected, and should increase productivity and minimise downtime, enabling mobile broadband speeds, data/media downloads and VoIP calls.  



One of CommentUK's weather girls patrolling the Square Mile

Mobile phone giant Nokia is sponsoring the launch and giving users one month’s free access to the network. The sponsorship will enable anyone with a wifi-enabled device to go online, check email and access a wealth of new media content on the go.

CommentUK, in partnership with field marketing agency Blackjack, will be executing the guerrilla-style campaign, which involves a number of different live action sequences that will take place in train stations and public spaces throughout the Square Mile. As these sequences are acted out, leafleters will hand out information and a team of demonstrators will show the public the Nokia WiFi devices and enter them into a competition to win a device.

The activity will have two strands. Outside train stations during the rush hour there will be a weather girl scenario. Dressed in a the mac mentioned earlier, the weather-girl will report on the latest ‘conditions’ in the city. “The entire city is now covered by Cloud,” she will say. “So whenever you step out, don’t forget your laptop, or mobile phone!” She will delivers her lines in a weather-report style, forecasting “a broad band of Cloud covering the city, bringing with it a torrent of convenience”, while encouraging passers by to take a leaflet containing a detailed report.

In addition, in the City's public spaces at lunchtime Comment UK will play out an office scene. One character will be an old fashioned chap tied to his desk with phone cables – “a hapless being who won’t embrace technology and as such, pays the price”. The other character, a modern savvy lad who embraces WiFi technology, uses The Cloud network to do all his business and consequently reaps all the rewards.

The live campaign will take place over the next seven days at locations across the City of London.


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