To support their ‘Family Deal’ - a promotion on mobile family packs - Belgian telco provider Telenet wanted to show everyone on social media that they’re a brand that knows how families can get 100% out of their tv, internet & smartphone.
This campaigns objective was Instead of saying that they are a family brand, prove it through their social media channels.
THE IDEA IN SHORT
We took a major first world problem: large families don’t fit in selfies (not even with a selfie stick! OMG!). And solved it in a lighthearted and slightly silly way by developing a ‘cutting edge’ new product: The Familie Stick, 7 meter long selfie sticks for families.
We launched the product with a cheesy shopping network video on social media.
The massive sticks could be won through an online contest. All you had to do was post your failed family selfie to get a chance to win one of the Familie Sticks. This provided a lot of social content.
The video reached 272,640 people with 106,744 video views and generated 3,660 post clicks. 94% of the Facebook conversation was on-topic. The conversation sentiment exceeded the ytd average by 104%. This way, the Familie Stick proved that Telenet is part of the family.