Title	TELENET FAMILIE STICKS
Brand	TELENET
Product/Service	FAMILY DEAL (SEVERAL DISCOUNTS ON TELCO-PRODUCTS)
Category	B03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Advertising Agency	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Production Company	FOSFOR Kalken, BELGIUM

Name	Company	Position
Manuel Ostyn	These Days	Associate Creative Director
Pieter Staes	These Days	Associate Creative Director
Kate Bellefroid	These Days	Art Director
Jolien Tuyteleers	These Days	Concept copywriter
Ine Beeckmans	These Days	Account Executive
Ingeborg Van Hoof	These Days	Production Manager
Femke De Roo	Telenet	Social Media Expert
Nina Ramon	Telenet	Junior Marketeer Social/Digital
Filip Nuyts	Telenet	Lead Expert Team BMC

The Brief

To support their ‘Family Deal’ - a promotion on mobile family packs – telco provider Telenet wanted to show everyone on social media that they’re a brand that knows how families can get 100% out of their tv, internet & smartphone. Instead of just telling people we are a family brand, we wanted to prove it.

Campaign Success

The Familie Stick is the first of its kind. So we worked together with 2 product designers to develop a prototype before going into production. As Telenet is a brand that always communicates with a wink, we presented the world’s first Familie Stick in the best way possible: a cheesy home shopping video on Facebook. Making the contest itself fun and shareable content.

Describe the success of the promotion with both client and consumer including some quantifiable results

The video reached 272,640 people with 106,744 video views and generated 3,660 post clicks. 94% of the Facebook conversation was on-topic. The conversation sentiment exceeded the ytd average by 104%. This way, the Familie Stick proved that Telenet is part of the family.

Explain why the method of promotion was most relevant to the product or service

Instead of always saying that they are a family brand, Belgian Telco provider Telenet wanted to prove it through their social media channels. So we took a major first world problem: large families don’t fit in selfies (net even with a selfie stick! OMG!). And solved it in a lighthearted and slightly silly way by developing a ‘cutting edge’ new product: The Familie Stick, 7 meter long selfie sticks for families. We launched the product with a cheesy shopping network video on social media. The massive sticks could be won through an online contest. All you had to do was post your failed family selfie to get a chance to win one of the familie sticks. This provided a lot of social content. Even after the competition the winners kept posting impressive family (and other) pictures taken with the ridiculously long Familie Sticks.