| Title | MOBISTAR LETTERS |
| Brand | ORANGE |
| Product/Service | TELECOM |
| Category |
F01. Integrated Campaign Led by Direct |
|
Entrant
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Idea Creation
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Eva De Jonckheere, Tom Berth, Catheline Leroy, Geert De Rocker |
Publicis Brussels |
Art Director, Creative Director, Copywriter, Creative Director |
| Catheline Leroy |
Publicis Brussels |
Copywriter |
| Tom Berth |
Publicis Brussels |
Copywriter |
| Eva De Jonckheere |
Publicis Brussels |
Art Director |
| Geert De Rocker |
Publicis Brussels |
Art Director |
| Jeffrey Vanhoutte |
Jeffrey Vanhoutte |
Photographer |
| Wim Bonte |
Ristretto Films |
Director |
| Fredéric Dupont |
Publicis Brussels |
Retoucher |
| Victoire Kaiser |
Publicis Brussels |
Art Buyer |
| Filip Van Der Haegen |
Publicis Brussels |
Account Director |
| Amandine Clio |
Publicis Brussels |
Account Manager |
| Berten Perremans |
Publicis Brussels |
Strategic Planner |
| Ristretto Films |
Ristretto Films |
Production Company |
| Marc Van Buggenhout |
ASP TV |
Agency TV Producer |
| Prophets |
Prophets |
Digital Agency |
| Nathalie Moons |
Orange Belgium |
Client Supervisor |
| Marie Tréguier |
Orange Belgium |
Client Supervisor |
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Naïm Baddich |
Publicis Brussels |
Digital Creative Director |
The Campaign
160. That’s the amount of Mobistar shops nationwide in early 2016. Every shop had its own enormous letters above the entrance. That’s a lot of letters and it would be a shame to just throw them away. Instead, we found one last purpose for them. Encourage Mobistar customers to participate in a challenge, get creative and win these letters for themselves. People who wanted to participate had to upload their unique letter combination to a specially created website. Mobistar’s customers vary a lot. Mostly, though, they are people who could best be described as ‘digitally engaged’ and ‘exploring minds’. Passerby’s could get their inspiration from the gigantic 36m² panels in Brussels and Antwerp.
Creative Execution
The ultimate goal was to get people to visit the challenge website. Every banner, TV ad or Facebook-ad had as main purpose to generate traffic to this website. The Banner ads, TV ads and poster ads started on 03/06 and ended the 20th. This was called the Ramp-up period. The campaign consisted of two television spots, banners, fb-ads, a website and three 36m² panels (of which one had the real letters).
Results
The results were measured on both rational and emotional impact. We saw that more than 75% of people clearly remembered the campaign. We also found that more than three quarters of all people felt attracted to the brand and that they were more interested than before. As for call to action-results, more than half of the consumers stated that they would actually “buy” the new product. The website generated a staggering 185.330 visits and 29.263 participants in only 2 weeks’ time. That means almost 11.000 visitors an 1750 participants each day, every day.
Because we wanted to thank all our customers for their years of loyalty, our target audience existed out of people we had some data on. This available data was used to reach our audience in different ways, and the more we knew about the client we were trying to contact directly, the more personalized and direct we did this. From retargeting to physical DMs.
We made use of the anti-wastage trend and the ever present nostalgia people are carrying with them. Mobistar was perfectly placed because they were the first mobile operator in Belgium and they are one of the biggest Belgian brands. On top of that, they had stuff to give away since the rebranding of the shops was a necessary step to take in the rebranding process to Orange. And would not want to have the first letter of his/her kid/dog/grand-ma/city/etc. in neon?!
Data was gathered from people who registered on the challenge website and was added to existing data of the person if this existed. The people that were targeted were already existing customers of Mobistar.
Mobistar customers can best be described as ‘Enthusiastic explorers’, ‘dynamic parents’, ‘Positive aspirers’ and ‘Value optimizers’ - al with a slightly more than average interest in technology. And Mobistar letters, so it seemed.