Title | .COMDOM |
Brand | TELENET |
Product/Service | COMMERCIAL PUBLIC SERVICES |
Category |
C02. Use of Mobile & Devices |
Entrant
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
Idea Creation
|
WUNDERMAN THOMPSON Antwerp, BELGIUM
|
PR
|
OONA Antwerp, BELGIUM
|
Production
|
APPFOUNDRY Kontich, BELGIUM
|
Credits
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 |
Why is this work relevant for Direct?
One in three people engages in sexting. But often they get into trouble when the receiver starts sharing their nudes with others. To help prevent this, Telenet and Child Focus developed the .comdom app: a ‘digital condom’ to make the sexting experience safer.
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 creative idea (30% of vote)
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.
Describe the strategy (20% of vote)
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 (20% of vote)
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 (30% of vote)
- 45 million impressions
- Number 4 in the app store.
- 615k in earned media
- Digital condom was even nominated for word of the year.