TELENET WANTED TO CONVICE PEOPLE WHO WERE INTETERESTED IN BUYING A NEW IPHONE TO DO THAT AT TELENET. THE PROBLEM WAS THAT THE OFFER PROMOTION: A 100 EURO DISCOUNT WAS ALSO OFFERED BY THE COMPETITION. IN ORDER TO GET THE BIGGEST SHARE OF SALES AMONGST EARLY ADOPTERS WE HAD TO MAKE THE 100 EURO DISCOUNT PROMOTION ASSOCIATED WITH THE TELENET BRAND. THE PROBLEM WAS THAT THE APPLE BRAND IS MORE APPEALING THAT OUR TELCO BRAND SO WE HAD TO FIND A WAY TO ACTIVATE OUT BRAND VALUES AND MAKE A STONG LINK BACK TO THE PROMOTION, WE OPTED TO CONNECT CULTURALLY & PERSONALLY WITTH AUDIENCE OFFERING THEM A TASTE OF THE TELENET BRAND.

A non conventional way to promote an Apple product: by using a wink (apple becomes pear) we made an undifferentiating offer extremely ownable & memorable for our brand Telenet and by supporting the Belgian pear farmers in desperate times, we could count on massive sympathy from the general public.

30,000 kg of Belgian pears were bought and distributed.

34,980 registerd pear codes, resulting in a redemption rate of 29.15% and huge traffic to Telenet stores.

All Telent’s iPhones sold!

The initiative resulted in huge attention for Belgian pears, inspiring the whole country to join the fight and end the farmers nightmare.