| Title | PHONEADDRESS |
| Brand | BASE |
| Product/Service | MOBILE OPERATOR |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Michel Moriaux |
BASE |
Marketing Director |
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Tim Arts/Stefan van den Boogaard |
Ddb Brussels |
Creative Team |
| Francis Lippens |
Ddb Brussels |
Account Director |
| Maarten Breda |
Ddb Brussels |
Digital Producer |
| Geert Desager |
Ddb Brussels |
Head of Digital |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Melissa Bekaert |
Ddb Brussels |
Account Manager |
| Romy Vierhouten |
Ddb Brussels |
Account Executive |
| Christophe Gesquière |
Ddb Brussels |
Webdeveloper |
| Cedric Lopez Fernandez |
Ddb Brussels |
Webdesigner |
| Michael D'hooge |
DDB BRUSSELS |
Content/Insight Planner |
The Brief
Smartphones have clearly changed our lives in recent years. BASE, Belgium's third biggest mobile provider does not have the media budgets to outspend its competitors. Challenger brand BASE asked for a way to challenge the big budgets of it competitors, by doing something relevant.
How could we make BASE Belgium’s most relevant provider?
Innovation is not only about new technological marvels but is quite often the clever linking of existing applications to create new and innovative models. Remember, at the technical level, there was nothing new in the first iPhone, though it did intuitively bring together different features, which many people wanted to use.
BASE launched Phone Address, a mobile solution that turns your phone into an actual address. Making it possible to get things delivered wherever you are. The app eliminates the need to stay at home, waiting for ecommerce or and food deliveries. : The opportunity to deliver at very specific places will lead to many interesting possibilities and a whole new way of life.
?This is what we have done with this application. We link the app of the purchaser to that of the 'delivery boy', and thereby create a connection between the two. With Uber for example, this connection exists in only 1 direction, with us however it works in both directions. For the first time therefore, it is possible to arrange e-commerce deliveries wherever you or your phone are and not just based on your address.
The advantages of Phone Address are that a user (purchaser) may both change his/her location and still be able to follow the progress of the order on a map. In practice, the user will actually be able to visualise the whereabouts of the order on Google Maps, as well as being able to see where they themselves are. This is made possible by reading the user's location from the GPS system built into the smart phone.?
?In the app, the user gets pushed a status update and the updated location of the delivery person on the map. In theory, this could be done every 50m if we want to. In addition to the app notification, the user will also get updates from the native notification centre. In this way, the user can continue using other apps and still be getting updates on his order.
Two interacting apps establish a dynamic connection between delivery services and the consumer. The technology allows that whenever you move, your address moves with you. What’s really cool is that BASE is making PhoneAddress available for all businesses and stores.
The campaign page got more than 1 million visitors in the first 3 days.
Launch of PhoneAddress became an event in the Belgian press and was covered by all national press outlets.
Strong international resonance after a glowing Techcrunch review.
More partnerships are being set up in Belgium and beyond while the app is stil in BETA mode.