Direct > Direct: Sectors
DDB UNLIMITED, Amsterdam / BEN / 2019
Overview
Credits
Why is this work relevant for Direct?
70% of Dutch people have less sex due to smartphone usage in the bedroom. Which makes the smartphone the number one sex problem.
Telecom provider Ben introduced a solution: The Ben phone condom. A condom that fits over your phone and protects you from mobile distractions in the bedroom. Available for everyone online, to get delivered for you or your lover. We created a new way to become better in bed.
Background
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
Describe the creative idea
The Ben Phone Condom
Many Dutch people get frustrated by the endless smartphone use of their friends and partners. Even in the bedroom! That’s why we introduced the Ben Phone condom. A condom that fits over your phone and protects you from mobile distractions in the bedroom For whom are you going to order it?
Describe the strategy
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.
Data gathering:
1. Mobile subscriptions switch market: 150,000 – 160,000 per month
2. Ben used to target the low price segment only: 30% of switchers
3. Since 2015 we changed this to all people interested in more responsible phone usage: 45%
4. By changing the perspective to everyone that becomes frustrated by the endless phone usage of their friends and family, Ben became relevant to 70% of the Dutch people
Target audience: 300-320,000 people are in market during the campaign period (July – August)
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, even in the bedroom!
Describe the execution
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
List the results
Business impact:
• +22% market share (from 4 to 5%, GfK)
• +25% new clients (gross adds)
• (Lower) cost per additional client €74 Euro (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.
• 35,000 phone condoms ordered and delivered (15,000 additionally produced)
• Active Phone Condom trading at Dutch e-Bay Marktplaats.nl
• A significant increase of excitement in the Dutch bedrooms.
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%)
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