The CoVid-19 quarantine took away our freedom in a brutal way. In April, when the quarantine was still in full effect, even local trips or “staycations” were unimaginable. Although many saw their colleagues through Zoom or Skype and were able to talk to friends and family by phone or during an e-drink, a lot of people felt imprisoned at home. A lot of them were alone and many didn't even have an outside space to enjoy.

Proximus, Belgium’s biggest telco provider, wanted to do something for all those people, on a larger scale. In the spirit of “Think Possible”, Proximus’ credo, they decided to bring the outside in, knowing this would create a brief moment of joy for the Belgian people. When population was urged to stay at home, Proximus responded with the #NoLimitAtHome campaign.

But how could this be done within the strict rules of confinement?

Proximus – following its Think Possible credo – wanted to show how their telco services empower Belgians to surpass the physical restrictions of their homes to continue living their lives with the #NoLimitsAtHome campaign.

Proximus realised it needed to create a beautiful moment in which people felt free and happy. How? By bringing the outside we all missed so much back into our lives, even if only for a few minutes. Proximus decided to use its resources and technological know-how to, at least mentally, transport Belgians to the Belgian coast, their favourite escape, to experience a sunset from the comfort and safety of their own homes. That’s why we interrupted not only the confinement but also the daily media routine to share a relaxing sunset at the Belgian coast.

On April 30th, around 8.45pm, a 90” Belgian sunset was broadcasted on the biggest national channels, as well as on Facebook and Instagram.

Countdown

A full integrated media planning to reach a wider audience supported this moment. On the same day, a teasing phase would announce the sunset.

Pre rolls were visible, channels own TV jingles were customized with Proximus’ sunset imagery. Impactful formats such as skinning and newsletters reinforced the announcement. We amplified the media activation via social teasing posts. Even the weather presenter announced that a special sunset was coming. Proximus' logo was integrated in the weather screen. On its own channels Proximus was also preparing its audience to the magical sunset. The tactic of cross-posting allowed to amplify partners’ content via social media and attribute it to Proximus.

A lot of influencers followed and started showing their love to the Belgian coast and teasing the upcoming sunset.

The campaign worked really well, especially with regards to media and PR results. In only one day a quarter of Belgians has seen the action. This campaign is the perfect example of creativity with existing touchpoints, looking for synergies and pushing their limits while bringing Proximus purpose to life. Enjoying a live musical sunset while staying at home: this brings hope, it tells a story. Creative media used at its best. Proximus thinking & making possible.

In only 1 day:

- Total reach: 2.5 million viewers (1 in 4 Belgians).

- It ranked as 4th most viewed programme that day.

- Engagement rate was 7 times better than the benchmark. People had something to talk about on SoMe with friends and family.

- PR value (press): €193.429

- PR value (influencers): €31.001

Because of 'sunset at home', millions were able to forget the confinement for one precious moment.