| Title | CAMERAPP |
| Brand | TELENET |
| Product/Service | TELENET |
| Category |
C02. Use of Mobile |
|
Entrant
|
THESE DAYS Antwerp, BELGIUM
|
|
Idea Creation
|
THESE DAYS Antwerp, BELGIUM
|
|
PR
|
THESE DAYS Antwerp, BELGIUM
|
|
PR 2
|
WALKIE TALKIE Gent, BELGIUM
|
|
Production
|
THESE DAYS Antwerp, BELGIUM
|
|
Additional Company
|
APPFOUNDRY Kontich, BELGIUM
|
Credits
| Nathalie Rahbani |
Telenet |
Communication manager |
| Femke De Roo |
Telenet |
Communication Manager |
| Marijke Vissers |
Telenet |
Communication Manager |
| Pieter Staes |
These Days |
Creative Director |
| Manuel Ostyn |
These Days |
Creative Director |
| Tijs Dejonckheere |
These Days |
Art director |
| Wout Geysen |
These Days |
Copywriter |
| Anja Van Den Broeck |
These Days |
Designer |
| Laura Soave |
These Days |
Designer |
| Max Heirbaut |
These Days |
Design Director |
| Dennis Goudket |
These Days |
Animator |
| Bert Beckers |
These Days |
Animator |
| Annelies Paredaens |
These Days |
Copywriter |
| Frederik De Brant |
These Days |
Copywriter |
| Dries Peeters |
Telenet |
Communication Manager |
| Ingeborg Van Hoof |
These Days |
Producer |
| Mathias Lewis |
These Days |
Audio Producer |
| Nicolas Moerman |
These Days |
Senior Strategic Planner |
| Jorian Vanvossel |
These Days |
Content & Social marketeer |
| Lennie De Wit |
These Days |
Social Content Manager |
| Britt Proost |
These Days |
Account Manager |
| Hanne Vervust |
These Days |
Account Executive |
| Dorien Maes |
These Days |
Project Manager |
| Claudio Capo |
These Days |
Senior Project Manager |
| Stijn Janssens |
These Days |
Solution Architect |
| Veerle Struyf |
These Days |
Developer |
| Jonas Van der Sande |
These Days |
Developer |
The Campaign
We let youngsters discover how people shared photos 20 years ago: with disposible cameras. In an app.
Creative Execution
We launched the app on april 28th with an introduction video on Facebook. That same day, our social media influencers announced they were accepting the challenge to swap their social media for hte CamerApp . Also on april 28th, we started with the Facebook carrousel ad and the Twitter app card. Downloads were limited to 5.000.
The first 5.000 downloads were gone the first day.
The app also received a lot of free media exposure with 2 minutes of prime time radio and articles in Libelle and Nina magazine, on newspaper sites and on blogs.
With 25.000 extra downloads, we also launched an extra push in social media.
Thousands of people shared their Camerapp pictures on social media at the end of May. There was also a promotional coupon for a new smartphone between the pictures. This increased mobile sales.
2,3 million reached on social (population of Flanders: 6,4 million)
App sold out 4 times
76% active daily users
smartphone sales increased with 17%
Nr.1 in Google Play and in the App Store
Trending on Twitter
The CamerApp didn’t aim to be the most innovative or revolutionary app. On the contrary. Considering how much nostalgia this modern app triggered (the aim of the campaign), we consider the CamerApp to be a pretty novel use of the mobile medium.
We also used social media influencers not by asking them to make a lot of fuss around our campaign, as you normally would. But created a lot of fuss by making them post nothing.
And the output of the app was a direct mail where everybody was impatiently waiting for, instead of one that's pushed involuntary.
Insights, Strategy and the Idea
We created a disposable CamerApp. A photo-app that was designed to look and work exactly like the disposable cameras of yesteryear. No filters, no preview, no instant sharing. Users had to wait a week to view their pictures, since they were developed the old fashioned way and mailed by post. The envelope that held their (free) pictures also contained a promotion to buy a smartphone in a Telenet shop.
Two of Belgium’s most important social media influencers launched the app. They posted… Nothing. For a whole week. Their silence created buzz for the CamerApp. After a week, they posted an unboxing video, showing the developed photos they took.
Next to the influencer track, we also boosted the app with Facebook carrousel ads and a Twitter App card.
We started the campaign with limited downloads (5000) to create scarcity. By popular demand, we extended to 25.000 downloads on May 3rd.