| Title | MOBISTAR DARE TO SHARE |
| Brand | MOBISTAR |
| Product/Service | DOLPHIN / MOBISTAR |
| Category |
B05. FINANCIAL SERVICES, COMMERCIAL PUBLIC SERVICES, BUSINESS PRODUCTS & SERVICES |
|
Media Agency
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HAVAS MEDIA Brussels, BELGIUM
|
|
Entrant Company
|
HAVAS MEDIA Brussels, BELGIUM
|
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Media Agency 2
|
HAVAS MEDIA Brussels, BELGIUM
|
|
Production Company
|
100% HALAL Amsterdam, THE NETHERLANDS
|
Credits
| Corinne Verstraete |
Havas Media Belgium |
Insights/Strategy Director |
| Emilie Van Den Brande |
Havas Media Belgium |
Client Services Director |
| Isabelle Vanden Eede |
Mobistar |
Brand/Communication Manager Manager |
| Jens Mortier |
Mortier Brigade |
Creative Director/Partner |
| Tom Willemkens |
Prophets |
Partner |
Results and Effectiveness
The campaign allowed Mobistar to create a real buzz amongst a young population, the main target of the brand in this case. Participation level to our challenges was excellent considering this was the first time such a campaign was launched and the number of Belgians on Twitter and Instagram represents a niche.
For every challenge approximately 100 pictures were posted. Only one picture was used in the TV commercial at the end of the block, and in total this allowed us to make 41 different TV commercials. The banner generated a CTR of 0,5% and several participants had the luck to appear in it.
Creative Execution
We developed a real time display concept & technical solution for online bannering and TV to manage and dispatch the challenges towards multiple touch points.
The banner campaign starts with a call to action to take part in the challenge of the day, and share a picture tagged with #deelheelveel or #toutpartager.In the banner we show real pictures of people who participated. The visuals and people's names were in real time pulled from Twitter, Facebook and Instagram.
In one commercial block two TV commercials were shown. The first one, at the beginning, announced the challenge. During the spots we collected live the #deelheelveel and #toutpartager pictures on Facebook, Twitter and Instagram. One picture was selected and sent to the channel. The channel integrated this picture in the second commercial that was broadcasted at the end of that commercial block.
Within 4 to 5 minutes the picture and name of the person who posted it, was collected, approved, scaled, send to the channel and integrated in the TV commercial.
Insights, Strategy and the Idea
For the 2013 'back to school' campaign, Mobistar wanted to engage with a digital native audience for its new Dolphin tariff plan offering free data for social media. When the tariff plan offer (free data for social media) becomes the communication channel
Dolphins, our target group, share a lot. They are very active on Facebook, Twitter and Instagram. In fact, they share almost everything. But do they really share 'everything?'
We decided to put them to the test by daring them to share specific, somewhat funny, even embarrassing challenges. To take part in these challenges, you simply had to share a picture on Twitter, Facebook or Instagram using the campaign hashtag #deelheelveel or #toutpartager.
And be fast to make it to the TV screen