Title	TALK TO MY PARENTS
Brand	BEN
Product/Service	TELECOM
Category	A08. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	DDB UNLIMITED Amsterdam, THE NETHERLANDS
Idea Creation	DDB UNLIMITED Amsterdam, THE NETHERLANDS
Media Placement	INITIATIVE Amsterdam, THE NETHERLANDS
PR	TRIANGLE PR Amsterdam, THE NETHERLANDS
Production	DPPLR Amsterdam, THE NETHERLANDS

Name	Company	Position
Ben Imhoff	DDB Unlimited	Creative Director
Ed van Bennekom	DDB Unlimited	Creative Director
Jasper Diks	DDB Unlimited	Creative Director
Luuk Simonse	DDB Unlimited	Creative
Leendert-Jan de Ronde	DDB Unlimited	Creative
Job Koopman	DDB Unlimited	Strategy Director
Sander auf dem Brinke	DDB Unlimited	Databay Director
Michael Nap	DDB Unlimited	Business Director
Tamara Bogaard	DDB Unlimited	Producer
Wendy Wouters	Initiative	Communications Director
Nils Vleugels	DPPLR	Director
Patricia Bruens	Triangle PR	Founder/ PR Manager
Ivonne van Zuilen	BEN	Head of marketing
Bianca Filemon	BEN	Communication Operation Manager
Denise van Dongen	BEN	Social Media Manager

Why is this work relevant for Brand Experience & Activation?

Issue Over 40% of all Dutch kids feel neglected by parents that are glued to their phones all day. Experience Ben introduced Hey Google talk to my parents. A voice solution that directly grabs the attention of their parents. And by doing so turns the phone problem into a positive experience for the kids, the parents and Ben.

background

Situation • Most Dutch telcos are pushing consumers to use more data with unlimited subscriptions • Challenger brand Ben promotes more responsible phone usage with basic Ben subscriptions Brief • Develop an impactful brand activation showing Ben’s social involvement • Invite the target group to think about more considerate phone usage and basic Ben subscriptions • Don’t just show or tell but act in a positive way against the growing ‘socialbesity’ issue Objectives • Aim for high above benchmarks appreciation, likeability and campaign stand-out • 25% increase in the average spontaneous brand awareness per month • 25% increase of the gross additional number of clients per month

Describe the creative idea (20% of vote)

Ben helps kids that are unable to grab the attention of their parents and created ‘Hey Google, talk to my parents!’ A Google Voice application that gives kids a voice when their parents are not listening. We built an application called ‘Talk to my parents’. Whenever kids want their parents’ attention when mom and dad are glued to their phones again, they can just ask Google for help. Then Google interrupts and confronts parents with their behaviour by saying lines like ‘Hey! Time to put me away’ and ‘Give your child some attention!’ The app also responds to ‘Talk to my mom’ and ‘Talk to my dad.’

Describe the strategy (20% of vote)

Target audience: • Mobile subscriptions switch market: 150,000 – 160,000 people per month • Ben used to target the low price segment only: 30% of switchers • Since 2015 we changed this to all people interested in more responsible phone usage: 45% • By changing the perspective to everyone that becomes frustrated by the endless phone usage of their friends and family, Ben became relevant to 70% of the Dutch people Approach: • Aim for unreasonable growth in attention and behaviour by addressing the distressing issue of more than 40% of the Dutch kids that often feeling neglected as their parents are constantly looking at their smartphones, instead of giving attention to their kids • Don’t tell or judge (negative); instead give kids their own voice (positive)

Describe the execution (30% of vote)

Implementation: • Ben research and press release: 40% of the Dutch kids often feel neglected by phone-addicted parents. Ben offers a Google Voice application. • Launch: commercial, online and social videos (30, 20, 10, 6 seconds) • Google Voice video and text tutorial for kids on Ben.nl (https://www.ben.nl/benerweer) • Nienke Plas, a popular influencer in target group, invited in 2 national TV shows + posting her own vlogs and posts about how to cope with the issue Timeline, placement and scale: • Week 27: Ben Google Voice activation live and pre-tested • Week 28: Ben press release, campaign live on Ben.nl and Ben social channels YouTube, Facebook, Instagram, campaign launch on TV 360 GRPs commercial and online videos, plus tag-on with a basic, more responsible Ben subscription • Week 29-30: Nienke Plas vlog, Instagram stories, TV shows RTL Boulevard, Zomer met Art, 2 million views influencer marketing

List the results (30% of vote)

Business impact, corrected for media investment per month: • Highest impact on sales and renewals of all Ben campaigns in 4 years • Highest number of additional clients per month: +60% (from 10,104 to 16,486) • Highest rise of renewals per month: +101% (from 6,981 to 14,042) Response rate, change in behaviour, impressions, appreciation • #1 search in Google: over 1,800,000 active users first month • Change in behaviour: 55% I will use my phone less around children • Impressions 360 GRPs TV/ online video, 2 million influencer views • 96% Stand-out ages 18-30, 58% ages 30-50 (benchmark 48%) • 80% Likeable ages 18-30, 54% ages 30-50 (benchmark 49%) Consumer awareness: • Highest impact on awareness of all Ben campaigns in 4 years • Aided brand awareness per month: +55% (from 51% to 74%) • Spontaneous brand awareness per month: +39.6% (from 31% to 40.5%)