The briefing was part of a bigger loyalty strategy. As biggest telco provider on the Belgian market, Telenet’s loyalty program is very important. Different researches had shown that the sense of loyalty towards a brand is much more affected by the emotional connection one has with the brand, rather than the functional benefits it provides. With this in mind, Telenet asked us to come up with a plan to show people Telenet cares about its customers. All this without using or showing any of their products or services. No discounts or loyalty programs for customers, but through an idea that goes beyond these obvious loyalty campaigns. A new way to show customers we truly understand them and want to help them to improve their digital life.

Telco providers always look for new innovations to make their products faster, smarter and better. But all this isn’t necessarily improving people’s lives. Because every day, we see more and more downsides to technology. Just think of cyberbullying, sextortion, phubbing, screen addiction… So, while other providers were still shouting about faster internet, unlimited data or bingewatch all you want, Telenet was the first in the market to take its responsibility and launched TelenetGo. An ongoing program to help people get more out of technology by only getting the best out of it. This promise was made in a TV campaign and kept with numerous initiatives. Like Smart Talks where specialists talked about different digital dangers. We developed tools to cope with these dangers. Like .comdom, an app to prevent your sexting pictures from spreading. And Phub’d!, an app to make you stay off your phone when you’re in company.

We wanted to do the opposite of what all other brands did and not push our products. Something a brand shouldn’t have done, but nevertheless did. For the clients’ sake. Something that also improves a customer’s flow and really benefits their everyday life. Next to that, we took into account that consumers hold brands responsible for positive changes in society. So, the customer recognition had to start from a deeper understanding of today’s society. With this in mind, we noticed that technology is responsible for a lot of positive changes, but also has some less positive side effects. Just think of things like screen addiction, phubbing, cyberbullying… So, as a provider of technology, we thought it was about time we took our responsibility

TelenetGo was launched with a tv commercial. At the heart of the campaign was a digital platform hosting all our initiatives. These different initiatives were spread through many different channels to reach the right target group in the best way. We launched workshops to help older people to use their smartphone, pro gamers gave advice to noobs, we taught people to vlo,… . We also organized Smart Talks where specialists talked about digital problems with the Belgian press as audience. These talks were offered through our digital TV menu and online. We developed tools to improve people’s digital experience. Like Phub’d!, an app that helps people stay off their phone when in company. And .Comdom, an app that prevents people’s sexting pictures from spreading online. All this is just the beginning. Because TelenetGo is an ongoing program to help people to only get the best out of technology.

TelenetGo was launched in October 2019 and is still running. The platform (www.telenetgo.be) got more than 130.000 visitors. For the .Comdom app, we developed a special website (www.comdom.be) to give more information about the app, or where people can download it for free. The website got more than 10.600 visitors. Both apps (.Comdom and Phub’d!) got more than 30.000 downloads. The Smart Talks were viewed over 50.000 times. Our how to videos were viewed more than 20.000 times. The response on social media was overwhelmingly positive and on topic. This is quite unusual for Telenet as most people use new posts to complain about service issues or high costs. The campaign has led to zero measurable sales (not the objective), but TelenetGo got over 80 million media impressions, reaching more than 30 million people. All resulting in more than 800.000 euros in earned media.