Campaign details

Brand: Bouygues Telecom
Agency: BETC
Country: France

Market background

Bouygues Telecom is a French telecom service provider. In a market with four major players, Bouygues Telecom ranks fourth both in terms of business and brand equity.

This is a difficult situation for the brand to deal with all year round, but even more so during the holiday season, when competition is fierce and competitors throw in huge media investments.

And yet, Christmas is a critical and decisive period for Bouygues Telecom: it accounts for 25% of annual sales. To miss Christmas is to miss the year.

This Christmas, we had to stand out in the face of competition, despite their superior means.

Source: GRP pressure, Bouygues Telecom, Internal documents

Challenge and business objectives