The smartphone market in Croatia is constantly growing. The rising number of smartphone users increases the need for quality Internet connectivity which allows these devices to unleash their full potential. Anytime and anyplace Internet access has become a must.
In spring 2011, Tele2 changed its communication platform and its slogan in Croatia and, together with its relaunch campaign, introduced a new set of Smart tariffs primarily intended for smartphone users. The tariffs were the so called bucket plans that include exceptionally affordable mobile Internet connectivity together with already customary low-cost calls. Offering quality mobile Internet access always and everywhere was indispensable for strengthening the position of Tele2 in the market and attracting new users.
In order to promote Tele2 as a powerful player in the Internet services field, the Bruketa&Žinić OM agency envisioned an open space Wi-Fi installation – the Cable-Less Car or Bežičara.
The idea was born when one of the symbols of the city of Zagreb, the famous Sljeme Aerial Tram that carried generations of Zagreb citizens to the homonymous summit of the Medvednica Mountain, was shut down. Unfortunately, the old Sljeme aerial cable car did not survive the encounter with today’s modern technologies.
To revive this popular symbol of Zagreb, the Agency decided to give it a new life and allow it to take a trip to the future – the old cabin became the first cable car in the world to ditch the cables and switch to wireless!
Installed in the famous Zagreb Park Ribnjak, the aerial tram cabin became a free Tele2 Wi-Fi point. Anyone can connect to the Tele2 hotspot and surf the Internet for free to their heart’s content in the refurbished, comfortable and heated cabin.
The Cable-Less Car also replaces old telephone booths which have already become extinct and provides a sheltered space for conversations that are a bit more personal and that really do not need to be overheard by every passer-by.
The Cable-Less Car or Bežičara is an installation that merges the history and the future of Zagreb charmingly. Just like it used to connect the city and the Sljeme in the past, today it connects its users with the entire world by means of modern technologies.
Bruketa&Žinić OM / Tanja Škorić (Creative Director), Thomas Bauer (Copywriter), Kitica Kekić (Senior Copywriter), Dunja Delač (Art Director), Sonja Šurbatović, Damir Mazinjanin (Designers), Zorana Šafar (Account Director), Klara Šimunović (Account Manager), Martina Ivkić (Account Executive), Vesna Đurašin (Production Manager), Marko Ostrež, Radovan Radičević (DTP)
Brigada / Damjan Geber (architect)
Organizacija Zagreb (location management)
Bruketa&Žinić OM, Domagoj Kunić (photo)