Keep your smartphone smart

1. Market situation

Mobile Vikings is the king of an empire of data-hungry 'digital lovers'. More specifically, half of Mobile Vikings' customer base consists of:

• A very demanding and volatile group of tech-savvy users aged 18-34
• Considered pioneers in the use of digital applications
• Who naturally consume a lot of mobile data.

However, this group only represents only 5% of the Belgian telco-market. Turning us into the king of a niche.

2. CHALLENGES

How could we grow out of the niche and become king of the switch? We needed new territory to conquer and be twice as strong against the ruling powers.

1. A BELGIAN TELCO-CUSTOMER WHO PREFERS TO STAY WHERE HE IS
   The more services a customer obtains from the same provider, the less likely he is to switch to another provider. And contrary to the volatility of our core-audience, the Belgians telco-customer likes convenience:
   • 63% of households had telecom services in a bundle
   • 37% of mobile numbers are within a pack (and growing at 11% per year)
   85% of the remaining standalone mobile customer have little or no intention of switching providers:
   • Satisfied with their service
   • Not open to an unfamiliar user experience with another provider
   • 7 in 10 of telecom customers have been customers of their current provider for at least 2 years
     
     
2. A BELGIAN TELCO-CUSTOMER WHO DOESN'T EVEN CONSIDER US
   Mobile Vikings does not appear in the consideration set of +66% of consumers: because of its specific advertising style and tariff plans, Mobile Vikings is faced with a misperception that the provider is "not for me but for young people", failing to connect with a majority of the market, who argue that the brand does not suit them.

3.Objectives

BUSINESS

Broaden the current pool, without alienating the current core target group.

BEHAVIOR

Increasing the intention to change providers.

PERCEPTION

Clear comprehensibility of our price message and attribution to the brand.

4. Strategy

Nowadays, a commercial break is valued as a welcome distraction to check up on our smartphones and get our entertainment fix. We translated this meta-insight into a campaign that allowed our audience to do what the prefer to do during a commercial break: CHECK THEIR SMARTPHONES.

And we linked this tot he main driver for switching to another formula from a different provider, which is – and always has been – a sharp price message.

5. Results

BUSINESS

+33% of respondents claiming to have taken action after seeing the campaign resulting in +56.505 activations (38% above target).

BEHAVIOR

+31% daily visits to site, resulting in 64,774 net requests (45% above target)

PERCEPTION

High brand attribution of the campaign in both parts of the country, especially for the 18-34.