2019 Brand Experience & Activation

THE PHONE CONDOM

TitleTHE PHONE CONDOM
BrandBEN
Product/ServiceTELECOM
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 HOLY FOOLS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Ben Imhoff 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
Collin Maas Holy Fools Owner / Executive Producer
Daan Groot Daan Groot 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?

70% of Dutch people have less sex due to smartphone usage in the bedroom. Which makes the smartphone the number one sex problem. Telecom provider Ben introduced a solution: The Ben phone condom. A condom that fits over your phone and protects you from mobile distractions in the bedroom. It gave people the experience of phoneless nights together, resulting in more excitement. The condom was available for everyone online, and a new way to become better in bed. We activated thousands of people to order the condom for themselves or their bedpartner.

background

Situation • Ben is a small but fast-growing challenger in the Dutch telecom market • Most telcos promote newest phones and ‘the largest data bundles at the lowest price’ • Ben promotes more responsible phone usage and basic phones and subscriptions Brief • Promote more mindful phone usage to improve social connections • Develop an impactful brand activation challenging the unlimited data usage convention • Invite the target group to think about more considerate phone usage and basic Ben subscriptions Objectives • High appreciation, likeability and brand recognition: above the category benchmarks • 25% increase in website traffic • 15% additional clients

Describe the creative idea (20% of vote)

The Ben Phone Condom Many Dutch people get frustrated by the endless smartphone use of their friends and partners. Even in the bedroom! Therefore, Ben invited people to order the Ben Phone Condom for their partner. So they become better in bed. For whom are you going to order it?

Describe the strategy (20% of vote)

Ben is all about making people use their phone more responsible. By changing the perspective to everyone that becomes frustrated by the endless phone usage of their lovers in bed, Ben became relevant to 70% of the Dutch people. Data gathering: • 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 to all people interested in more conscious phone usage: 45% Target audience: • 150,000 - 160,000 people are in market during the campaign period (4 weeks, July) Approach: • Aim for unreasonable growth in attention and behaviour by addressing the intriguing issue of (sex) partners looking more to their smartphone than at each other in the bedroom! Call to action: • Order the Ben Phone Condom. For whom are you going to order it?

Describe the execution (30% of vote)

Foreplay, June 29: • 20,000 Ben Phone Condoms ready for delivery • Internal launch with Better in bed T-shirt + phone condom for all Ben colleagues • 40-seconds video live on ben.nl and social channels YouTube, Facebook, Instagram • PR stunt in bed with with bed problem expert Kaat Bollen • PR research ‘Phone #1 Dutch sex issue in bedroom’ Attract, July 1 – 31: • Launch: TV, online, social video edits (30/20/10/6 seconds), digital out-of-home and radio • Personal invitation to order the phone condom: email, targeted video ads and posts • Video content Kaat Bollen better in bed tutorial, Phone kama sutra, episode Afklikkliniek #4 Convert, June 29 – July 31: • Order direct special landingpage • Ben.nl responsible Ben subscription offers Afterplay, August 4 • Billboat during Gay Pride Canal Parade Scale reference: 4.5% share of voice TV + Online Video during the Attract phase (Nielsen)

List the results (30% of vote)

Business impact: • +22% market share (from 4 to 5%, GfK) • +25% new clients (gross adds) • (Lower) cost per additional client €74 (benchmarks: €80-100) Response rate: • +49% search Ben, +34% website traffic (target +25%) • Over 15 million earned PR and social reach (Q-Music, FHM, BNR, Telegraaf, Libelle, Metro) • 35,000 Phone Condoms ordered (150,000 – 180,000 people actively in market per month) Change in behaviour: • After 1 week 20,000 phone condoms already ordered (75% of target) • 35,000 phone condoms ordered and personally delivered (15,000 additionally produced) • 5,000 people even paid a little for their phone condom (last week of campaign) • Active Phone Condom trading at Dutch e-Bay Marktplaats.nl Awareness: • 80% campaign recognition (target 73%, benchmark 69%) • 74% campaign stand-out (target 60%, benchmark 49%) • 60% campaign likeability (target 55%, benchmark 41%) • 80% spontaneous brand recall (target 70%, benchmark 69%)