| Title | TALK TO MY PARENTS |
| Brand | BEN |
| Product/Service | TELECOM |
| Category |
E02. Social Purpose |
|
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 |
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 subscriptions.
Brief
• Develop an impactful brand activation showing Ben’s social involvement
• Don’t just show but act in a positive way against the growing ‘socialbesity’ issue
• Invite the target group to think about more considerate phone usage and basic Ben subscriptions
Objectives
• Aim for high above benchmarks appreciation, likeability and campaign stand-out
• 25% increase in the average spontaneous brand awareness
• 25% increase of the gross additional number of clients
Describe the strategy
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:
• Strategy: 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
• Tone/style: Don’t tell or judge (negative); instead give kids their own voice (positive)
• Idea: Hey Google talk to my parents. A voice solution that directly grabs the attention of their parents.
Describe the execution
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
Reach:
• 360 GRPs TV/OLV, 1.8 million views influencer, 2 million gross free publicity reach
• Highest impact on awareness of all Ben campaigns in 4 years
• Brand awareness: +55% (from 51% to 74%)
• Spontaneous awareness: +39.6% (from 31% to 40.5%)
Sales impact, corrected for media investment per month:
• Highest impact on sales and renewals of all Ben campaigns in 4 years
• Additional clients per month: +60% (from 10,104 to 16,486)
• Renewals: +101% (from 6,981 to 14,042)
Engagement:
• #1 search in Google: over 1,800,000 active users first month
• 55% I will use my phone less around children
• 80% likes the Google Voice application ages 18-30, 54% ages 30-50 (benchmark 49%)
• 96% campaign stand-out ages 18-30, 58% ages 30-50 (benchmark 48%)
• Brand consideration: +68% (from 10% to 17.3%), brand preference: +100% (3% up to 5.7%)