Title	.COMDOM
Brand	TELENET
Product/Service	COMMERCIAL PUBLIC SERVICES
Category	B02. Web Service / App
Entrant	WUNDERMAN THOMPSON Antwerp, BELGIUM
Idea Creation	WUNDERMAN THOMPSON Antwerp, BELGIUM
PR	OONA Antwerp, BELGIUM
Production	APPFOUNDRY Kontich, BELGIUM

Name	Company	Position
Manuel Ostyn	Wunderman Thompson	Creative Director
Nathalie Rabani	Telenet	Marketing Manager
Lisa Dewinter	Telenet	Marketing Manager
Isabelle Moens	Telenet	Marketing Manager
Marijke Vissers	Telenet	Marketing Manager
Fabienne Beckers	Telenet	Marketing Manager
Alexander Beckaert	Telenet	Marketing Manager
Bob Lepoutre	Telenet	Marketing Manager
Kasper Janssens	Wunderman Thompson	Creative
Arjen Tarras	Wunderman Thompson	Creative
Tomas Van Loon	Wunderman Thompson	Copywriter
Jérôme Van Den Broeck	Wunderman Thompson	Copywriter
Jo Van Grinderbeek	Wunderman Thompson	Designer
Sébastien Greffe	Wunderman Thompson	Designer
Inge Vanhees	Wunderman Thompson	Designer
Kenny Smet	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
Tom Vingerhoets	Wunderman Thompson	Strategy
Joyce Poelmans	Wunderman Thompson	Strategy
Michelle Defooz	Wunderman Thompson	Strategy
Erik De Rijdt	Wunderman Thompson	Strategy
Delphine Gillain	Wunderman Thompson	Account Manager
Charlotte Feremans	Wunderman Thompson	Account Manager
Sabrina Janssen	Wunderman Thompson	Account Manager
Femke Sermeus	Wunderman Thompson	Account Director
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
Veerle Struyf	Wunderman Thompson	Digital Expert
Veerle Struyf	Wunderman Thompson	Digital Expert
Joren Van Hocht	Wunderman Thompson	Digital Expert
Lieven Eulaers	Wunderman Thompson	Digital Expert
Karel Van Gucht	Wunderman Thompson	Editor
Christophe Boost	Freelance	Editor
Menno Van Riet	Wunderman Thompson	Sound Engineer
Pieter Neirynck	Wunderman Thompson	Freelance

Background

Telco providers are always looking for innovations to make their products faster, smarter and better. But all this innovative thinking isn’t always improving people’s lives. This is why Telenet took responsibility and launched TelenetGo. A cross platform ongoing program that helps people to only get the best out of technology and prevent the darker side. One of the bigger problems to be tackled was sextortion, a danger that comes with sexting. We didn’t want people to stop sexting as this has become a normal way of sexual expression between two people. But we had to find a way to make it safer and to educate people about its dangers. The objectives of the campaign were not sales related but purely image. Telenet wanted to be seen as a brand that truly understands its consumers and their digital way of living.

Describe the strategy

Sexting is done mainly by younger people, ranging from people in their early teens to mid twenties. As sexting, the sending of sexually explicit images to eachother has become a standard way of sexual expression Telenet didn’t want to prevent it from happening. Their is a dark side however: sextortion. This is when the reveiver of the images doesn’t keep them for themselves but spreads the private images. We decided to tackle this problem in two ways: on the one hand we made an app for young people to protect and educate them on the other hand we targeted parents with smart talks explaining what sexting and sextortion are.

Describe the execution

"We developed the .comdom app: an innovative mobile application to make sexting safer. After taking a sexy selfie, .comdom asks you to fill in the personal details of the receiver. A customised algorithm then creatively uses watermarking technology to turn this information into a personalized unique watermark that covers the entire image. The algorithm randomly varies the text in font, size, placement and filters used. Making it as good as impossible for the receiver to spread your picture without ruining their own reputation. During the process of making the picture and editing it the user receives more tips and tricks. "

List the results

- 45 million impressions - Number 4 in the app store. - 615k in earned media - Digital condom was even nominated for word of the year.