| Title | STAY IN THE RAIN |
| Brand | JIM MOBILE |
| Product/Service | TELECOMMUNICATIONS SERVICES |
| Category |
C05. Financial Services, Commercial Public Services, Business Products & Services |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
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 |
The Brief
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. 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
JIM Mobile, a mobile provider for young people, was losing clients. Fast. To stop the churn and loss of clients, they wanted to launch a data-driven summer activation, specifically aimed at existing clients. These clients are young and heavy data users. Enter: Stay in the Rain. An activation campaign to get clients to check-in each time it rained, so they could collect free mobile data.