Situation

• Ben is a small but fast-growing challenger in the Dutch telecom market

• Most telcos promote newest phones and ‘the largest data bundles at the lowest price’

• Ben promotes more responsible phone usage and basic phones and subscriptions

Brief

• Promote more mindful phone usage to improve social connections

• Develop an impactful brand activation challenging the unlimited data usage convention

• Invite the target group to think about more considerate phone usage and basic Ben subscriptions

Objectives

• High appreciation, likeability and brand recognition: above the category benchmarks

• 25% increase in website traffic

• 15% additional clients

The Ben Phone Condom

Many Dutch people get frustrated by the endless smartphone use of their friends and partners. Even in the bedroom! Therefore, Ben invited people to order the Ben Phone Condom for their partner. So they become better in bed. For whom are you going to order it?

Ben is all about making people use their phone more responsible. By changing the perspective to everyone that becomes frustrated by the endless phone usage of their lovers in bed, Ben became relevant to 70% of the Dutch people.

Data gathering:

• Mobile subscriptions switch market: 150,000 – 160,000 people per month

• Ben used to target the low price segment only: 30% of switchers

• Since 2015 we changed to all people interested in more conscious phone usage: 45%

Target audience:

• 150,000 - 160,000 people are in market during the campaign period (4 weeks, July)

Approach:

• Aim for unreasonable growth in attention and behaviour by addressing the intriguing issue of (sex) partners looking more to their smartphone than at each other in the bedroom!

Call to action:

• Order the Ben Phone Condom. For whom are you going to order it?

Foreplay, June 29:

• 20,000 Ben Phone Condoms ready for personal delivery

• Internal launch with Better in bed T-shirt + phone condom for all Ben colleagues

• 40-seconds video live on ben.nl and social channels YouTube, Facebook, Instagram

• PR stunt in bed with bed problem expert Kaat Bollen

• PR research ‘Phone #1 Dutch sex issue in bedroom’

Attract, July 1 – 31:

• Launch: TV, online, social video edits (30/20/10/6 seconds), digital out-of-home and radio

• Personal invitation to order the phone condom: email, targeted video ads and posts

• Video content Kaat Bollen better in bed tutorial, Phone kama sutra, episode of the Ben Youtube series: Ben Afklikkliniek #4

Convert, June 29 – July 31:

• Order direct special landingpage

• Ben.nl responsible Ben subscription offers

Afterplay, August 4

• Billboardboat during Gay Pride Canal Parade

Business impact:

• +22% market share (from 4 to 5%, GfK)

• +25% new clients (gross adds)

• (Lower) cost per additional client €74 (benchmarks: €80-100)

Response rate:

• +49% search Ben, +34% website traffic (target +25%)

• Over 15 million earned PR and social reach (Q-Music, FHM, BNR, Telegraaf, Libelle, Metro)

• 35,000 Phone Condoms ordered (150,000 – 180,000 people actively in market per month)

Change in behaviour:

• After 1 week 20,000 phone condoms already ordered (75% of target)

• 35,000 phone condoms ordered and personally delivered (15,000 additionally produced)

• 5,000 people even paid a little for their phone condom (last week of campaign)

• Active Phone Condom trading at Dutch e-Bay Marktplaats.nl

Awareness:

• 80% campaign recognition (target 73%, benchmark 69%)

• 74% campaign stand-out (target 60%, benchmark 49%)

• 60% campaign likeability (target 55%, benchmark 41%)

• 80% spontaneous brand recall (target 70%, benchmark 69%)