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Wi-fi of knowledge

Livraria da Vila
/ brand activation

Transforming the wi-fi network of a bookstore into a smart brand activation.

Livraria da Vila is a famous bookstore in São Paulo. With a limited budget, they asked for one simple
thing for the agency: to create a brand activation that makes people think and talk about it.

During that period, they didn't have an open wi-fi network for their customers.
In fact, wi-fi was seen as a villain of books for some people.

The idea was to break this prejudice and launch Livraria da Vila’s wi-fi network as a challenge.
The network name was a question, and the password was the answer.
That way, we could promote not only the bookstore but the thing they are most proud of, knowledge.