| Title | PHONEADDRESS |
| Brand | BASE |
| Product/Service | MOBILE OPERATOR |
| Category |
B02. Use of Mobile Devices |
|
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 |
Brief Explanation
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 bigger competitors. Challenger brand BASE asked for a way to challenge the big budgets of it competitors, by doing something relevant. The Go mobile platform was the start of this new approach. BASE wants to make Belgium more mobile proof and PhoneAddress was the first proof point for the consumer.
Results and Effectiveness
• PhoneAddress was received extremely positive by both Belgian and international press
• As the ios version is currently being developed potential partners like bpost, DHL, bol.com… have showed interest
Creative Execution
Here's how it works:
°The app finds your location
You see yourself as a pin on a map. If you move, the pin simply follows (tracking your location).
° Place an order
° Wait for your order
The delivery driver sees the pin on the map marking your location. He’ll let you know how long you can expect to wait for your order.
° Receive your order
When the courier gets nearby (within about 100m) your smartphone will display a picture of him. Meanwhile, the driver’s phone will display your picture on his screen.
° Pay for your order
Insights, Strategy and the Idea
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 and or food deliveries. The opportunity to deliver at very specific places will lead to many interesting possibilities for e-commerce and delivery services.
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.