Apples with pears



When Apple launched the iPhone 6, Belgian telecom operators announced dozens of promos. Telenet, one of Belgium’s largest telecom providers, was challenged to create a distinctive campaign that introduced their iPhone deal to the general public, without losing the brand’s sympathetic edge.


We decided to use the Russian food import ban on pears that was causing financial nightmares to Belgian pear growers. Telenet gave out 120,000 pears throughout Belgium, each containing a unique code that could turn the pear into a free Apple iPhone 6! The campaign was a huge success with national press coverage, almost 34,000 entered codes and a total social media reach of over 3.3 million people.