Belgacom: Internet Is Mine

Belgacom needed to raise awareness of its broadband service. It launched a campaign that allowed consumers to claim the Internet as their own, if only briefly.

Belgacom: Internet Is Mine

Proximity BBDO

ENTRY INFORMATION

Category: Communications/UtilitiesCountry where program ran: BelgiumDate program started/ended: 3rd - 27th September 2008

Product Description: ADSL GO, a low entry broadband package

Advertiser/Client Name: BelgacomMedia Channels: EmailInsertTV/Video/RadioWeb AdvertisingWeb DevelopmentWebsite: http://awards.microsite.be/internetismine

STRATEGY

Marketplace Challenge:

The market was flooded with numerous offers from the competing Telco's: Telenet, VOO, Mobistar, Télé2, & . Telenet (number 2 Telco in Belgium) was particularly aggressive with campaigns that always stressed the speed of their connections (at an attractive price). Telenet spent a lot...

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