In this radio commercial we played on the insight that most people have their mother saved as ‘mom’ (‘mama’ in Dutch, ‘maman’ in French) in the contact list of their mobile phone. By connecting this insight to voice activation we set out to get people listening to the radio to automatically call their moms on Mother’s day.

Proximus-CallMom-RADIO-VL-20s-Zondag-Siri-220503+Jingle

Do you know what’s lovely? We all call our mothers 'mom'.

Even in our contacts, she is saved under the name ‘mom’.

And the beauty of this is, for Mother’s Day…

...this makes it possible for Proximus to call all moms at the same time.

Just by saying now "Hey Siri, call mom"

"Hey Siri, call mom"

Belgium’s leading telco provider Proximus has to work on brand love and preference and does so by demonstrating how technology and connectivity can make our lives better. The big challenge with that is the fact that technological innovations aren’t something we automatically connect to on an emotional level. Technology is even seen as something that creates distance between people.

On Mother’s Day we saw a big opportunity to use technology in a very emotional way. Moms all feel they don’t get enough calls from their kids. Even on Mother’s Day most Belgians settle for a simple text message. It was the moment to show that text doesn’t suffice and that moms expect their children to use their phones for what they were made for: calling.

- 1,5 million Belgians heard the commercial. That’s 23% of Belgians between 18-64.

- Proximus measured an uplift of 276.000 calls via the Proximus network during the moment our radio assets were airing. Knowing Proximus has a market share of 30% in mobile, we estimate by extrapolation that the campaign helped more than 900.000 remember to call their mom on Mother’s day.

-Our Audience experienced first hand how technology and better connectivity improves their lives in a very human and simple way.

- It also means we have reached 54% of mothers whose children have left the family home! (Source: Statbel. Based on the number that there are 1.681 166 mothers with children of at least 25 years old in Belgium (26 is the average age children leave their parental homes.)

In this radio commercial we played on the insight that most people have their mother saved as ‘mom’ (‘mama’ in Dutch, ‘maman’ in French) in the contact list of their mobile phone. By connecting this insight to voice activation we helped Belgians to automatically call their moms on Mother’s day.

This social insight helped us to tackle a second social insight or rather challenge: older generations feel a text is less personal and less emotional than a call. The younger generation doesn’t make this distinction as much and to them a text can still carry emotional value. On Mother’s Day especially this becomes an important distinction as mothers want a phone call but get a tekst. With Call Mom we helped everyone to make that call. And make their mom feel important.

Mother’s Day (the second Sunday of May in Belgium) is a moment that is rich with emotions. It’s the day Belgians let their mother know how important she is to us. But it’s also a day on which we are able to see a generational gap clearly. The younger generation prefers to text, the older generation prefers to use their phones to call people the people they want to connect with. To the older generation a text feels less personal than a call, which isn’t intended this way by the younger generation. On Mother’s Day especially this becomes an important distinction as mother’s want a phone call but get a text, making them feel less important than they actually are to their children.