How Hermosillo connected 214,000+ citizens across 216 locations

The challenge

Hermosillo wanted to connect citizens across the municipality: free, seamless public WiFi across the city, with an understanding of who the network serves and a way to reach them.

• Connect citizens across the municipality with free public WiFi
• Understand who the network serves and how it is used
• Turn city WiFi into a channel for civic communication

The solution

With Telmex, the municipality deployed Purple across 216 public locations: one citywide WiFi experience, with a branded journey for every connecting citizen and first-party insight into how the network is used.

The journey doubles as the city's own channel: connecting citizens are redirected to the municipality's YouTube channel, turning every session into an opportunity to reach residents where they already watch.

• Citywide guest WiFi across 216 public locations
• Branded citizen journeys with first-party data capture
• In-journey redirects to the municipality's YouTube channel

The results

In 2025 the network carried more than 1.475 million citizen journeys across 216 locations, connecting over 214,900 citizens: a vital digital lifeline for the community.

More than 370,100 journeys were redirected to the municipality's YouTube channel, and the demographics tell their own story: 73% of the user base is under 34, a young city reached on the channel it actually uses. The measured return for 2025: $18.2m MXN.

• 1.475m+ citizen journeys across 216 locations in 2025
• 214k+ citizens connected, with 370k+ journeys redirected to the city's YouTube channel
• $18.2m MXN measured ROI in 2025