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Atmosphere Communications, along with our social media partner agency Society, conceptualised a portable, quirky, world-first “foodography” studio for those foodie social media loyalists obsessed with sharing their favourite restaurant meals. By tapping in perfectly to the prevailing internet behaviour trend of the time, the campaign managed to spark conversation about Wi Fi in modern public life, not only in social media through its popular hashtag #Dinnercam and campaign video on You Tube, but also across a mass of top global media.

Soon, in South Africa and globally, a lively online debate ignited about the merits of “food porn” and its new poster child, the #Dinnercam.

A celebratory tweet could be shared by jumping up and down on the couch.

We called this ‘Cruise Control’ after Tom Cruise’s infamous couch jumping incident on an Oprah show. By leveraging this world-first invention, we generated positive brand conversations on mainstream and consumer platforms and repositioned the brand as modern and fun.

Research revealed that well-established ISP MWEB lacked brand affinity and relevance to a modern, youthful society influenced by social media trends.