| Title | TELENET FAMILIE STICKS |
| Brand | TELENET |
| Product/Service | FAMILY DEAL (SEVERAL DISCOUNTS ON TELCO-PRODUCTS) |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Production Company
|
FOSFOR Kalken, BELGIUM
|
Credits
| Manuel Ostyn |
These Days |
Associate Creative Director |
| Pieter Staes |
These Days |
Associate Creative Director |
| Kate Bellefroid |
These Days |
Art Director |
| Jolien Tuyteleers |
These Days |
Concept copywriter |
| Ine Beeckmans |
These Days |
Account Executive |
| Ingeborg Van Hoof |
These Days |
Production Manager |
| Femke De Roo |
Telenet |
Social Media Expert |
| Nina Ramon |
Telenet |
Junior Marketeer Social/Digital |
| Filip Nuyts |
Telenet |
Lead Expert Team BMC |
Creative Execution
The Familie Stick is the first of its kind. So we worked together with 2 product designers to develop a prototype before going into production.
We launched the product with a cheesy shopping network video on social media.
The massive sticks could be won through an online contest. All you had to do was post your failed family selfie to get a chance to win one of the Familie Sticks. This provided a lot of social content.
Even after the competition the winners kept posting impressive family (and other) pictures taken with the ridiculously long Familie Sticks.
The video reached 272,640 people with 106,744 video views and generated 3,660 post clicks. 94% of the Facebook conversation was on-topic. The conversation sentiment exceeded the ytd average by 104%. This way, the Familie Stick proved that Telenet is part of the family.
To support their ‘Family Deal’ - a promotion on mobile family packs – telco provider Telenet wanted to show everyone on social media that they’re a brand that knows how families can get 100% out of their tv, internet & smartphone. A real family brand.
Instead of just telling people we are a family brand, we decided to prove it.
So we tackled a major first-world problem: large families don’t fit into one selfie. (Not even when it’s taken with a selfie stick!) So we decided to launch a new product: the Familie Stick. A selfie stick of seven metres long. Ideal for taking selfies with even the largest of families.