| Title | APPLES THROUGH PEARS |
| Brand | TELENET |
| Product/Service | KING & KING – OFFER IPHONE 6 (LAUNCH) |
| Category |
A01. Use of Promotional Events & Stunts |
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Entrant Company
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THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
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Advertising Agency
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THESE DAYS - WUNDERMAN Antwerp, BELGIUM
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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 Brief
The launch of a new iPhone is always big news, a big moment that different providers want to claim. So how can Telenet stand out of the crowd and make sure that people will think of Telenet if they think of the new iPhone?
Campaign Success
A Flemish proverb says that one can’t compare apples to pears (much like the English apples to oranges) With our local pear farmers being under financial pressure from the Russian food import ban at the time, we had the perfect medium to sell this unique Apple product: 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 go creative with #applesmetperen.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 and a total of 354 205 Tweets. 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 Apple and pear.
Explain why the method of promotion was most relevant to the product or service
Each time Apple launces 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 introduce their iPhone 6 deal to direct the crowd to their point of sales, without losing the brand’s sympathetic edge.
A Flemish proverb says that one can’t compare Apples to pears, and with our local pear farmers being under financial pressure from the Russian food import ban we decided to launch the new Apple by supporting our pear farmers.
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.