Proximus is historically the biggest telco brand in Belgium. In a mature market like telco, brand image is essential to stand out. Proximus’ brand promise ‘Think Possible’ is important to build a strong emotional brand image.

Proximus measures this image based on a number of criteria, the 2 most important being: “Proximus helps me feel connected to who matters to me” and “Proximus inspires me to get the best out of myself”.

Although the heavy lifting brand building is done by regular TV and digital video campaigns, the brand also wants to be present in an agile way during moments that are rich with emotion.

Our nationwide strategy engaged all Belgians on Mother’s Day and the day after (for the forgetful, leaving absolutely no excuse to not call their mom).

Radio is the most powerful medium to bring this strategy to life. Our media plan used all major radio stations for 2 days, reaching more than 1,5 million Belgians between 25 and 54 years with an opportunity to hear of 8.

The radio commercials with voice activation were intensively tested and optimised for maximum performance (eg: the certainty that phones would call ‘mom’ and no one else).

We executed the creative idea in 2 versions, one version for Mother’s Day and one for the day after.

On Mother’s Day we reminded Belgians about the fact that everyone calls their mom ‘mom’, even in the address book of their phone. Followed by a demonstration of vocal activation technology in the commercial: “OK Google, call mom” or “Hey Siri, call mom”.

The day after we reminded forgetful people with a wink about Mother’s Day the day before, offering them to help calling their mom via voice activation (like the version on Mother’s Day).

The campaign ran nationwide during 2 days on all major radio stations centred around periods where people are likely to be driving their car.

The Android & iOS voice activation technology don’t allow us to track the effect directly.

However, as the leading telco in Belgium, Proximus owns a lot of first part data and can analyse uplifts in voice calls during the timeslots of the media plan.

This analysis revealed an uplift of 276.000 calls via the Proximus network during the moments that our commercials were airing. Knowing that Proximus has a market share of 30% in mobile, we estimate by extrapolation that the campaign helped more than 900.000 people to call their mom quicker than they thought during Mother’s Day.