Title | TELENETGO |
Brand | TELENET |
Product/Service | TELECOM |
Category |
F01. Integrated Campaign led by Brand Experience & Activation |
Entrant
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Idea Creation
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Production
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Credits
Manuel Ostyn |
Wunderman Thompson |
Creative Director |
Pieter Staes |
Wunderman Thompson Antwerp |
Creative Director |
Tomas Van Loon |
Wunderman Thompson |
Copywriter |
Cedric Trefois |
Wunderman Thompson Antwerp |
Art Director |
Arjen Tarras |
Wunderman Thompson |
Creative |
Kasper Janssens |
Wunderman Thompson |
Creative |
Tom Vingerhoets |
Wunderman Thompson |
Strategy |
Tine Bongaerts |
Wunderman Thompson Antwerp |
Copywriter |
Joeri Quinet |
Wunderman Thompson Antwerp |
Copywriter |
Jo Van Grinderbeek |
Wunderman Thompson |
Designer |
Sébastien Greffe |
Wunderman Thompson |
Designer |
Kenny Smet |
Wunderman Thompson |
Designer |
Inge Vanhees |
Wunderman Thompson |
Designer |
Virginie Rosseel |
Wunderman Thompson |
Designer |
Charlotte Slegers |
Wunderman Thompson |
Designer |
Reginald Van de Velde |
Wunderman Thompson |
Designer |
Nathalie Wlostowski |
Wunderman Thompson |
Designer |
Irina Bogdan |
Wunderman Thompson |
Freelance |
Ynje Degraeve |
Wunderman Thompson |
Designer |
Jan-Bart Debruyne |
Wunderman Thompson |
DTP |
Matthias Berghmans |
Wunderman Thompson |
Motion Designer |
Bert Beckers |
Wunderman Thompson |
Motion Designer |
Joyce Poelmans |
Wunderman Thompson |
Strategy |
Michelle Defooz |
Wunderman Thompson |
Strategy |
Erik De Rijdt |
Wunderman Thompson |
Strategy |
Charlotte Feremans |
Wunderman Thompson |
Account Manager |
Sabrina Janssen |
Wunderman Thompson |
Account Manager |
Femke Sermeus |
Wunderman Thompson |
Account Director |
Jet Vervenne |
Wunderman Thompson |
Account Manager |
Jérôme Van Den Broeck |
Wunderman Thompson |
Copywriter |
Delphine Gillain |
Wunderman Thompson |
Account Manager |
Olivier Verhellen |
Wunderman Thompson |
Social Creative |
Pim Smeets |
Wunderman Thompson |
Social Creative |
Robbin de Waij |
Wunderman Thompson |
Social Creative |
Mike Dobbelaere |
Wunderman Thompson |
Social Creative |
Dieneke Van Gerrewey |
Wunderman Thompson |
Social Creative |
Ingeborg Van Hoof |
Wunderman Thompson |
Producer |
Amélie Van Campen |
Wunderman Thompson |
Producer |
Jonathan Kauffman |
Wunderman Thompson |
Producer |
Aslican Aydin |
Wunderman Thompson |
Digital Expert |
Stijn Janssens |
Wunderman Thompson |
Digital Expert |
Jorg Meyer |
Wunderman Thompson |
Digital Expert |
Jeroen Michiels |
Wunderman Thompson |
Digital Expert |
Giele Cools |
Wunderman Thompson |
Digital Expert |
Veerle Struyf |
Wunderman Thompson |
Digital Expert |
Joren Van Hocht |
Wunderman Thompson |
Digital Expert |
Lieven Eulaers |
Wunderman Thompson |
Digital Expert |
Olivier Berger |
Wunderman Thompson Antwerp |
Digital Expert |
Karel Van Gucht |
Wunderman Thompson |
Editor |
Christophe Boost |
Freelance |
Editor |
Andreas De Ridder |
Wunderman Thompson Antwerp |
Editor & motion design |
Mikael Naudet |
Wunderman Thompson |
Editor |
Bert Beckers |
Wunderman Thompson |
Motion Designer |
Menno Van Riet |
Wunderman Thompson |
Sound Engineer |
Pieter Neirynck |
Wunderman Thompson |
Freelance |
Jérome Vandenbroeck |
Wunderman Thompson Antwerp |
Copywriter |
Klaas Van Den Brande |
Wunderman Thompson Antwerp |
Solution Architect |
Jesse Debruyckere |
Wunderman Thompson Antwerp |
Digital Expert |
Why is this work relevant for Brand Experience & Activation?
TelenetGo's main objective was to improve people's overall brand experience. Not through new products or services, but through the campaign itself. We helped people to get more out of technlogy, by only getting the best out of it. This was done through numerous initiatives that activated people in very different ways. By subscribing for workshops, downloading apps, attending seminars and so on.
Background
The briefing was part of a bigger loyalty strategy. As biggest telco provider on the Belgian market, Telenet’s loyalty program is very important. Different researches had shown that the sense of loyalty towards a brand is much more affected by the emotional connection one has with the brand, rather than the functional benefits it provides. With this in mind, Telenet asked us to come up with a plan to show people Telenet cares about its customers. All this without using or showing any of their products or services. No discounts or loyalty programs for customers, but through an idea that goes beyond these obvious loyalty campaigns. A new way to show customers we truly understand them and want to help them to improve their digital life.
Describe the creative idea (20% of vote)
Telco providers always look for new innovations to make their products faster, smarter and better. But all this isn’t necessarily improving people’s lives. Because every day, we see more and more downsides to technology. Just think of cyberbullying, sextortion, phubbing, screen addiction… So, while other providers were still shouting about faster internet, unlimited data or bingewatch all you want, Telenet was the first in the market to take its responsibility and launched TelenetGo. An ongoing program to help people get more out of technology by only getting the best out of it. This promise was made in a TV campaign and kept with numerous initiatives. Like Smart Talks where specialists talked about different digital dangers. We developed tools to cope with these dangers. Like .comdom, an app to prevent your sexting pictures from spreading. And Phub’d!, an app to make you stay off your phone when you’re in company.
Describe the strategy (20% of vote)
We wanted to do the opposite of what all other brands did and not push our products. Something a brand shouldn’t have done, but nevertheless did. For the clients’ sake. Something that also improves a customer’s flow and really benefits their everyday life. Next to that, we took into account that consumers hold brands responsible for positive changes in society. So, the customer recognition had to start from a deeper understanding of today’s society. With this in mind, we noticed that technology is responsible for a lot of positive changes, but also has some less positive side effects. Just think of things like screen addiction, phubbing, cyberbullying… So, as a provider of technology, we thought it was about time we took our responsibility
Describe the execution (30% of vote)
TelenetGo was launched with a tv commercial. At the heart of the campaign was a digital platform hosting all our initiatives. These different initiatives were spread through many different channels to reach the right target group in the best way. We launched workshops to help older people to use their smartphone, pro gamers gave advice to noobs, we taught people to vlo,… . We also organized Smart Talks where specialists talked about digital problems with the Belgian press as audience. These talks were offered through our digital TV menu and online. We developed tools to improve people’s digital experience. Like Phub’d!, an app that helps people stay off their phone when in company. And .Comdom, an app that prevents people’s sexting pictures from spreading online. All this is just the beginning. Because TelenetGo is an ongoing program to help people to only get the best out of technology.
List the results (30% of vote)
TelenetGo was launched in October 2019 and is still running. The platform (www.telenetgo.be) got more than 130.000 visitors. For the .Comdom app, we developed a special website (www.comdom.be) to give more information about the app, or where people can download it for free. The website got more than 10.600 visitors. Both apps (.Comdom and Phub’d!) got more than 30.000 downloads. The Smart Talks were viewed over 50.000 times. Our how to videos were viewed more than 20.000 times. The response on social media was overwhelmingly positive and on topic. This is quite unusual for Telenet as most people use new posts to complain about service issues or high costs. The campaign has led to zero measurable sales (not the objective), but TelenetGo got over 80 million media impressions, reaching more than 30 million people. All resulting in more than 800.000 euros in earned media.