Title	CHOICES
Brand	TELENET
Product/Service	YELO PLAY APP
Category	A15. Excellence in Production & Distribution Strategy
Entrant	THESE DAYS Antwerp, BELGIUM
Idea Creation	THESE DAYS Antwerp, BELGIUM

Name	Company	Position
Manuel Ostyn	These Days	Creative Director
Pieter Staes	These Days	Creative Director
Annelies Rongé	These Days	Art Director
Stephanie Van Tichelt	These Days	Copywriter
Bruno Dejonghe	These Days	RTV Producer
Ruben Goots	Hamlet	RTV Producer
Tom De Pelsmaeker	Hamlet	RTV Producer
Frank Schouwaerts	These Days	Designer
Nicolas Moerman	These Days	Strategy
Mieke Moortgat	These Days	Account Manager

The Campaign

We decided to communicate directly with the viewers when they needed it the most: While they were choosing between the overwhelming amount of films and series Telenet has to offer. To do this…well we launched some more series. We added 3 trailers to the catalogue, each in a different section: sci-fi, romance and thriller, covering our different target groups. We also promoted them in the ‘recently added’ and ‘must-see’ categories. Halfway through the trailers, people discovered something strange. Each trailer was about the same recognizable home situation: the stress of not being able to choose what to watch. At the end the solution was provided … Yelo Play app

Creative Execution

We made three different series, each one looked like the next big series in their genre. 'Emma's Choices' looked just like the next Sex and the City, 'Choices of Destiny 'was a new impressive fantasy saga like Game of Thrones and 'Közes' a gloomy Scandinavian crime series. This way we tempted all our different target groups with specific content that looked just like the real deal. By spreading the trailers through their tv video catalogue we reached them when they needed our handy app the most, when they were trying to chose between the endless amount of movies and series available thanks to Telenet.

– All 3 trailers made the top 10 of the on demand ratings – 479.171 trailer views (total Telenet clients = 1,5 million) – +100% rise in iOS downloads of the Yelo Play app during the campaign – +75% rise in Android downloads of the Yelo Play app during the campaign – An increase of 11,9% of unique daily users

We added 3 new trailers to the on demand catalogue: Közes, Emma’s Choices and Choices of Destiny. Each of them had the appearance of the next big-budget series in its genre. To the very last detail, they could compete with real series like Borgen and Game of Thrones. But halfway through, people discovered that each trailer was about the same familiar situation: the stress of not being able to choose what to watch. The situation where the viewers were actually in, at that exact moment. The ideal moment to tell them about the Yelo App which makes chosing much easier.

Market The Yelo Play app is a unique product in the Belgian market. Competitors do not have a comparable product. Target • Primary: Play & Play More customers: this group has so much advantages from the app since they have a content package in which they have access to thousands of films and series. Not easy to choose from. • Secondary: DTV customers: also non-entertainment clients can use the app and plan their tv-night upfront. Media We used the tv catalogue of Telenet as the principal medium. The trailers were available amongst all the other content and right at the moment of consumption.The trailers were also promoted within the popular ‘must-see’ and ‘recently added’ categories. Afterwards the trailers and posters were also spread through social media. Just like any other promotional material for real new series and films.