In a market where price often dominates, Proximus decided to take a bold new approach. Rather than engaging in a price war, the telecom company chose to reposition itself as the fibre provider of the future. Their key to success? A clear strategy, a powerful media plan, and a catchy campaign that struck a chord with their audience. Steven De Deyne, Lead Brand, Communication & Media Strategy at Proximus, shares the details.
Context and challenge
“The decision to fully embrace fibre wasn’t an easy one,” says Steven De Deyne. “We had to not only convince customers of fibre’s benefits but also guide them through practical obstacles like installation and home adjustments. On top of that, we needed to act fast to commercially capitalize on our lead in fibre technology before competitors caught up. We saw an opportunity to turn our technological head start into a strong brand association with fibre – and we did that through a creative campaign and a solid media plan that went beyond just highlighting technical advantages.”
The key to success
“We wanted a jingle that sticks,” says De Deyne. “Once you’ve heard it, it stays in your head.” Proximus licensed the iconic Fever by Peggy Lee and created an original version with the catchy slogan: ‘I’ve got the fibre.’ The campaign highlights how fibre makes life easier for a hyper-connected mom, multitasking her way through a modern family dynamic.
“The campaign’s strength lay in its relatability and relentless repetition,” explains De Deyne. Proximus leveraged the extensive radio reach of Var to remind the audience of their fibre promise repeatedly. “You want people to think of fibre when they think of Proximus – and Proximus when they think of fibre. You can only achieve that by hammering home the same message consistently across all touchpoints.”
+50% fibre customers & a golden Effie
“The DIVA impact study by Var clearly shows we succeeded in our mission. In the most recent measurement (January 2024), we scored significantly above the industry average for total recall (Proximus 78% vs. sector 65%) and blinded attribution (Proximus 71% vs. sector 39%),” De Deyne reveals. Over the course of a year, the number of fibre customers increased by 50.3%. On top of that, we achieved a Return on Campaign Investment (ROCI) of €8.*
Thanks to the campaign, Proximus not only expanded its market share but also closed the gap with the market leader in Flanders. To top it all off, this strong case earned them a Golden Effie Award.
* ROCI of €8 = For every euro invested in advertising, €8 in revenue was generated.