| Title | BACK TO BASE |
| Brand | BASE |
| Product/Service | TELCO (MOBILE) PROVIDER |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
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 |
The Brief
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?
On the Go Mobile platform BASE broadcasts daily newsroom content that motivates people to live a more mobile life. Besides the daily content, the platform also needed campaign content to achieve impact.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
Results:
• 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.
Explain why the method of promotion was most relevant to the product or service
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.
People saw the quality of the BASE network in a series of documentaries. These were spread online, via BASE their own media. Consumers could engage, comment,...
If you wanted to know more about the apps he used, you could see his mobile behaviour on the gomobile platform. It contained direct links to tariffs and network information.