The Wheel

VIVA wanted to promote its 4G Broadband speed. We built on the insight that watching movies at slow speeds can be frustrating. The partnership with CineCo formed the ideal platform for our strategy. Moreover, every mall with a cinema had a VIVA store next door. We created a fake beginning to every movie, and midway through a ‘buffering wheel’ appeared, giving the audience the same frustrating experience when videos buffer on slow internet speed. The idea hit the spot and 3.2% of the audience enquired about VIVA 4G packages via their stores and call centre.