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.

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.