| Title | BACK TO BASE |
| Brand | BASE |
| Product/Service | TELCO (MOBILE) PROVIDER |
| Category |
I03. User Experience |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
CARAT Brussels, BELGIUM
|
|
Production Company
|
WENNEKER Ghent, BELGIUM
|
Credits
| Michel Moriaux |
BASE |
Marketing Director |
| Isabelle Bacro |
BASE |
|
| Peter Ampe |
Ddb Brussels |
Creative Director |
| Tim Arts/Stefan van den Boogaard |
Ddb Brussels |
Creative Team |
| Jonathan d'Oultremont |
Ddb Brussels |
Copywriter |
| Francis Lippens |
Ddb Brussels |
Account Director |
| Melissa Bekaert |
Ddb Brussels |
Account Manager |
| Romy Vierhouten |
Ddb Brussels |
Account Executive |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Christophe Liekens |
Ddb Brussels |
Graphic Designer |
| Marlene Wautot |
Ddb Brussels |
Graphic Designer |
| Geert Desager |
Ddb Brussels |
Head of Digital |
| Maarten Breda |
Ddb Brussels |
Digital Producer |
| Michael D'hooge |
Ddb Brussels |
Strategic Planner |
| Laurent Righetti |
Ddb Brussels |
Content Copywritter |
| Bart Van Goethem |
Ddb Brussels |
ContentCopwritter |
| Emily Rammant |
Wenneker |
Executive Producer |
| Vanessa Jacob |
Wenneker |
Producer |
| Hans Dessers |
Wenneker |
Director |
Creative Execution
YouTube, Twitter and Facebook were used to spread the #BackToBASE videos. Since BASE is focused on mobile. 5 web episodes, specially conceived for smartphones were produced. THE FIRST REALITY SERIES PRODUCED IN A VERTICAL FORMAT.
If you wanted to know more about the apps he used, you could see his mobile behaviour on the Go mobile platform. It contained direct links to tariffs and network information.
More than #BackToBASE 20 articles were published: episodes synopsis, apps Gideon used and mobile tips. Other content on the Go mobile platform consisted of infographics, tips for a mobile life, phone and app reviews...
4.7 million viewers saw at least one of the five episodes
• Content on national channels Discovery Channel and RTL.
• 7,8% online engagement rate (benchmark 0,36%.)
• 7,5% increase in sales during the airing time.
• 70% of all Back 2 BASE content was watched on mobile.
Google HQ sees our campaign as a best in class telecom campaign and includes it into her creative presentations around content.
BASE, Belgium’s third telco provider has a great network (and the studies to prove it). But against all evidence, Belgians dismissed BASE as a weak network. How could we counter this?
How would we convince Belgium that BASE’s network is really good?
Simple, we let someone’s life depend on the quality of the network.
Gideon was left behind in the middle of the woods with only a smartphone, the BASE network, and a solar pack to charge that smartphone. The adventures were filmed and turned into a reality TV-show.
Episodes like regular series, with it’s own trailer and a fixed program schedule online and on 2 national TV-channels. The ‘webisodes' were diffused over a time span of 5 weeks and created a real audience for the adventures of Gideon.