Orange: Mobistar Letters

Credits & Description:

Agency: Publicis Brussels, Belgium
Client: Orange
Product: Telecom
Entrant: Publicis Brussels, Belgium
Title: Mobistar Letters
Product/Service: Telecom
Idea Creation: Publicis Brussels, Belgium
Art Director, Creative Director, Copywriter, Creative Director: Eva De Jonckheere, Tom Berth, Catheline Leroy, Geert De Rocker (Publicis Brussels)
Website URL: http://www.mobistarwordtorange...
The Campaign
160. That’s the amount of Mobistar shops nationwide in early 2016. Every shop had its own enormous letters above the entrance. That’s a lot of letters and it would be a shame to just throw them away. Instead, we found one last purpose for them. Encourage Mobistar customers to participate in a challenge, get creative and win these letters for themselves. People who wanted to participate had to upload their unique letter combination to a specially created website. Mobistar’s customers vary a lot. Mostly, though, they are people who could best be described as ‘digitally engaged’ and ‘exploring minds’. Passerby’s could get their inspiration from the gigantic 36m² panels in Brussels and Antwerp.
Creative Execution
The ultimate goal was to get people to visit the challenge website. Every banner, TV ad or Facebook-ad had as main purpose to generate traffic to this website. The Banner ads, TV ads and poster ads started on 03/06 and ended the 20th. This was called the Ramp-up period. The campaign consisted of two television spots, banners, fb-ads, a website and three 36m² panels (of which one had the real letters).
The results were measured on both rational and emotional impact. We saw that more than 75% of people clearly remembered the campaign. We also found that more than three quarters of all people felt attracted to the brand and that they were more interested than before. As for call to action-results, more than half of the consumers stated that they would actually “buy” the new product. The website generated a staggering 185.330 visits and 29.263 participants in only 2 weeks’ time. That means almost 11.000 visitors an 1750 participants each day, every day.
We made use of the anti-wastage trend and the ever present nostalgia people are carrying with them. Mobistar was perfectly placed because they were the first mobile operator in Belgium and they are one of the biggest Belgian brands. On top of that, they had stuff to give away since the rebranding of the shops was a necessary step to take in the rebranding process to Orange. And would not want to have the first letter of his/her kid/dog/grand-ma/city/etc. in neon?!