Title	TELENETGO
Brand	TELENET
Product/Service	TELECOM
Category	B05. Corporate Purpose & Social Responsibility
Entrant	WUNDERMAN THOMPSON Antwerp, BELGIUM
Idea Creation	WUNDERMAN THOMPSON Antwerp, BELGIUM
Production	WUNDERMAN THOMPSON Antwerp, BELGIUM

Name	Company	Position
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 Creative Strategy?

The entire campaign started from a new strategy. We wanted people to get more out of technology, by only getting the best out of it. While other brands were still talking about the endless possibilities of technology, we highlighted the downsides. And we didn't only want to warn people for these dangerous side-effects, we wanted to help people to avoid them. Every idea within the campaign originated from this same starting point.

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.

Interpretation (30% of vote)

We noticed that technology is responsible for a lot of positive changes. But at the same time, it 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. Like a beer brand that likes people to buy their beer, but at the same time warns them for the dangers of drinking too much. But where beer brands have to add this warning by law, we saw an opportunity for Telenet to genuinely warn people as it will help them to use our products in a more positive way. And this will result in a better customer experience.

Insight / Breakthrough Thinking (30% of vote)

We found out that positive recognition of customers is all about the good intentions and the effort a brand shows them. For Telenet this is mostly translated in the efforts of improving products, services and technologies that helps them with to keep going with the good flow. But with TelenetGo, we wanted to go beyond existing products and services. A nice and unexpected extra. 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.

Creative Idea (20% of vote)

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 national TV campaign, but also kept with numerous initiatives. Like a series of Smart Talks where we gave specialists a stage to talk about different digital dangers. But we also developed tools to cope with these dangers. Like .comdom, an app to prevent your sexting pictures from spreading. Or Phub’d!, an app to make you stay off your phone when you’re in company. These are just the first steps in an ongoing mission, showing that sometimes you need more than just technology to be truly innovative.

Outcome / Results (20% 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.

Please tell us how the brand purpose inspired the work

Telenet's brand purpose is to help people with their good flow. As market leader they are striving to be the first in innovating new products and services. All this so people can have a seemless experience where everything runs smooth. But this good flow does not only apply to products and services. For us, the good flow goes beyond this. It applies to what people do with our products our how they use our services. This is how the brand purpose inspired us to set up a program where we help people to only get the best out of new technology.