| Title | STAY IN THE RAIN |
| Brand | JIM MOBILE |
| Product/Service | TELECOMMUNICATIONS SERVICES |
| Category |
A08. Original Game/Gaming |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Contributing Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Contributing Company 2
|
MEDIALAAN, BELGIUM
|
|
Production Company
|
ADULT IMAGE Brussels, BELGIUM
|
|
Production Company 2
|
SONICVILLE Brussels, BELGIUM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management Geoffrey |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Kris Hoet |
Happiness |
Chief Innovation Officer |
| Pieter Claeys |
Happiness Brussels |
Creative Director |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Elke Janssens |
Happiness Brussels |
Managing Director |
| Hans Smets |
Happiness Brussels |
Group Account Director |
| Aubry Crock |
Happiness Brussels |
Account Executive |
| Vanessa Boddewijn |
Happiness Brussels |
Traffic Manager |
| Barbara Dzikanowice |
Happiness Brussels |
Concept Provider/Copywriter |
| Laurie Lacourt |
Happiness Brussels |
Art Direction |
| Anna Touvron |
Happiness Brussels |
Graphic Designer |
| Emilie Wauthelet |
Happiness Brussels |
Graphic Designer |
| Bart Van De Maele |
Happiness Brussels |
Agency Producer |
| Tatiana Pierre |
Adult |
Executive Producer |
| Brechje Depourq |
Adult |
Producer |
| Benny Vandendriessche |
Adult |
Director |
| Anton Mertens |
Adult |
DOP |
|
Sonicville |
Sound Production Company |
|
Bliss Interactive |
Webapp Development |
The Campaign
CHALLENGE
JIM Mobile is a Belgian telecom provider specifically aimed at young people. But in a very competitive environment they were losing clients. Fast. To stop the loss of clients and to show JIM Mobile is a true partner of youngsters, they decided to lauch a summer activation.
OBJECTIVES: Primarily they wanted to stop the churn. Apart from that they also wanted to capture data and put the brand JIM Mobile in optimal shape for when it launches its new tariff plan in September.
STRATEGY
JIM Mobile deliberately chose the summer period to launch an activation, a period that is traditionally characterised by little activity of competitors and a fallback of postpaid tariff plans. JIM Mobile claimed that moment and linked it to a typical Belgian phenomenon: rain. Because in Belgium - even during summer – it rains a lot, which is a big bummer for young people who are supposed to enjoy their summer holidays. JIM Mobile turned the negative into the positive, because every time it rained, participants could score free mobile data.
Stay in the Rain stopped the churn ànd even gained new clients. In total 740.475 MB’s were collected. Participants checked in for a whopping total of 18 362 hours and on average each participant checked in 13 times per day. No rain. No gain.
Stay in the rain is a mobile game in which you can collect data when it rains above your head. Whenever it’s raining above your head, you check in via the web app, which is connected with the API of a real-time rain radar website. Your rain pipe automatically fills itself with water. Water you can swap for MB’s. Stay in the rain did not sell any products. It was a way of showing youngsters that JIM is a true partner in mobile data.