To show young people how far we’ve come, we launched the CamerApp. A fun photo app that looked and worked exactly like a disposable camera. To take a picture you turned the winding wheel, and framing was only possible through a tiny view finder. Users could only take 15 photos without filters and without knowing how they would turn out. Instead they had to wait until their photos were developed and mailed to them by post before they could see the result for the first time. Along with their photos, they also received a nice promotion for a new smartphone.

We launched the app with the help of two of Belgiums’ most followed influentials on social media (and social media addicts), Joy Anna Thielemans and Sam De Bruyn. Instead of posting pictures every hour, they posted… nothing for a whole week.

After a couple of days, they informed their followers why: they were using the CamerApp and were waiting for their photos to be developed. Ironically their social media silence caused a lot of buzz for the CamerApp. And just like our influencers, users could join the analogue revolution and also post an “away-message” that increased the buzz even more. The CamerApp was picked up by radio stations, blogs and life style magazines which made it the most popular app of the moment.

- 2.3 million reached on social (population Flanders: 6.4 million)

- App sold out 4 times

- 76% daily active users

- Smartphone sales increased by 17%.

- Number 1 in Google Play and the The App Store

- Trending on Twitter