| Title | STAY IN THE RAIN |
| Brand | JIM MOBILE |
| Product/Service | TELECOMMUNICATIONS SERVICES |
| Category |
A01. Activation by Location or Proximity |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Media Agency
|
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 |
Creative Execution
Stay in the Rain ran during the whole month of August (July 22-Aug 31st) Special banners were created which were also connected to the API of the rain radar website and which according to the weather gave different messages. On moments when it rained, extra banners were implemented.
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.
JIM Mobile was a brand in trouble: the brand had low likeability, was perceived as too young, loud and was losing clients fast. To stop the churn they wanted to launch a summer activation that would remind JIM Mobile clients that JIM is their true partner in mobile data. Apart from that, they also wanted to capture data of their clients.
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.