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
|
Credits
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%)