THE CHALLENGE

Wi-Fi Backup had low take-up because people didn’t clearly understand what it was, when they’d need it, or how it was different from what they already had, so it felt easy to ignore.​

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THE INSIGHT 

People don’t worry about their internet failing because it almost never does – which trains them to treat it as invisible. 
But when it goes down, life stops – work, school, and daily routines come to a halt instantly.​

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THE SOLUTION

Reframe the product – it’s more than just backing up your wi-fi, it’s about keeping life moving when the connection inevitably goes down. 

That reframing came to life by rebuilding the experience across digital platforms to show real moments when it matters, making the use cases obvious, and positioning Wi-Fi Backup as continuity for work, school, and everyday life.