| Title | APPLES THROUGH PEARS |
| Brand | TELENET |
| Product/Service | KING & KING – OFFER IPHONE 6 (LAUNCH) |
| Category |
A09. Launch or re-launch |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
Credits
| Sam De Volder |
These Days |
Executive Creative Director |
| Gertjan De Smet |
These Days |
Art Director |
| Matthias De Smet |
These Days |
Copywriter |
| Kim Peeters |
These Days |
Designer |
| Annelies Paredaens |
These Days |
Copywriter |
| Nicolas Moerman |
These Days |
Strategic Planner |
| Mieke Moortgat |
These Days |
Account Manager |
| Ine Beeckmans |
These Days |
Account Executive |
| Veerle Struyf |
These Days |
Digital Production |
| Nathalie Rahbani |
Telenet |
Communications Manager |
| Filip Nuyts |
Telenet |
Lead Expert Team BMC |
The Campaign
Each time Apple launches a new iPhone, you know there’s going to be a rush to the stores. Our client Telenet asked us to create a distinctive campaign to link the new iPhone 6 to their brand. And in the meantime introduce their iPhone 6 deal to direct the crowd to their point of sales.
Belgian local pear farmers were under financial pressure from the Russian food import ban. So we decided to use this unique situation to our advantage and launch the new Apple by buying a ridiculous amount of pears.
In a large scale guerilla, 120.000 pears were sampled. Each one contained a unique code… that might be a free ticket to an Apple iPhone 6.
Extra buzz was created by taking the concept social, asking Telenet’s solid social fan base to show their support for the pear famers with #applesmetperen.
The Brief
We had to link Telenet to the newest and hottest gadget on the market: the iPhone 6. Becoming top of mind when it came to buying the product.
Execution
In a large scale guerilla, 120.000 pears were sampled. Each one contained a unique code… that might be a free ticket to an Apple iPhone 6.
Extra buzz was created by taking the concept social, asking Telenet’s solid social fan base to show their support for the pear famers with #applesmetperen.
With a redemption rate of 28,9 % the campaign exceeded expectations. Out of 120.000 sampled pears, 32.980 codes were checked. In only 1 day #applesmetperen went social, resulting in Facebook reach of 3 328 164 with an engagement rate of 1,6% and a total of 354 205 Tweets with an engagement rate of 3,73%.
The average sentiment the first weekend was 1,36 (target 0,80).
The iPhone6 was quickly sold out and customers were prepared to wait more than 4 weeks for this deal. National radio and press coverage added to the on- and offline awareness for both Apples and pears.
The Strategy
The big masses: Everybody who is interested in the new iPhone. Many people want the new iPhone so a lot of companies sell and distribute them, often with interesting promotions. This makes it hard for one brand to stand out. So we decided to use a hot media item: the Russian food import ban and its effect on our pear farmers to draw attention to our Apples.