Solution: Internet provider VOO gave everyone who has internet a one-time opportunity to share an online picture, video or website with their grandparents who don’t have internet. How? By sharing it the most classical way: via the post.How different channels worked together: On the website you could select what you wanted to share. A YouTube video was transferred on a VHS cassette, a Facebook picture was printed out and sent in an envelope with a handwritten address. The result was a 100% personalized Direct Mail, sent by a close relative of the receiver. As a cherry on the cake you could even share your Facebook status update… on teletext.

By reaching the target audience via their (grand) children, internet provider VOO was able to: (1) convince people without internet to install VOO internet and (2) at the same time convince people who already have an internet connection from a competitor to switch, thanks to a special promo offer.