KPN Business Market - Recapture the hearts of the people (Netherlands)

KPN, the Dutch telecommunications group, targeted small business users with a humour-based campaign designed to encourage them to use mobile email.

KPN Business Market – Recapture the hearts of the people (Netherlands)

Agency name: N = 5 Client name: KPN Business Market Category: B2B


This campaign is about data services for mobile devices – mobile e-mail and/or Internet – for the business market.

The Dutch telecommunications market is highly dynamic and innovative. Yet while early adopters have embraced these innovations, the public at large is more concerned with the lack of user-friendliness of these functionalities. Within the small-business community, only early adopters actively use mobile data services, while almost 50% of small-business owners are not...

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