Challenge

VR is becoming more and more mainstream. And with Unlimited Data, everyone can imagine themselves in virtual reality whenever you want without any data care. The only concerns you might have are your looks. 

Aim: to realize awareness for the subscription Unlimited Data in combination with the embracing of the mobile data technology. We want to increase brand awareness and strengthen the image as a quality, fun provider - different from other providers.

Strategy

It resulted in the first VR headset with a statement: #stream with style. To bring this to the fore, Tele2 made a video of 0:47 seconds in which the main characters Jan Taminiau, Montell and Loiza show the limited edition Virtual Reality glasses. 

The video and the VR headsets were presented in Amsterdam during a 360-degree surrealist show with Loiza and Montell from Holland's Next Top Model. The presence of Jan Taminiau, Loiza and Montell and the message has resulted in a huge PR spin off as the start of the campaign. 

Based on our objective, we have focused our campaign on a broad media target group 16-49, with extra emphasis on 16-34, for example. the models Loiza and Montell. The choice of media channels, selection of people in creation and the influencers are carefully tailored to this. The content does contain the hashtag, so people always link it to #streammetstyle

Solution 

The Tele2 VR video is targeted on Youtube, social platforms, blogs and viral platforms. In addition, online news sites and branded content articles were used where the VR video was embedded. Even Jan Taminiau and the VR video came as an item in RTL Boulevard as a kick-off of the PR. Talk shows and many (online) news platforms did not stop talking, mainly with the message Jan Taminiau, VR and Tele2 #stream with style. 

Tele2 also made optimum use of the social channels of Loiza and Montell, which resulted in an unprecedented video boost in terms of completed views and engagement. Based on these insights, interim influencers have been used extra to further increase the VR video among followers on social media. The influencers (Fred van Leer and Victoria Koblenko) have been chosen, for example. the target group, social followers. 

For searches with campaign-related keywords, Tele2 was visible with VR video on Youtube, as well as via Google / Bing on all branded content and PR articles on news and blog sites, resulting in high exposure 

Results

5M Video views 

45% has completely copied the 47-second video​ 

75% the video of 47 sec has been completely copied among the followers of Loiza and Montell 

Impact on brand and image 

Top 2 consideration (preferred + definitely consider) + 44% 

Has a qualitative 4G network + 29% 

Image on Unlimited data + 48% (Source: Memo2) 

With a fully integrated approach and by putting every media channel (earned, owned and paid) in its power and being relevant, Tele2 has been able to achieve significant results in a very short time in its own fun-rebel way.​ 

N.a.v. the high viewer loyalty is the brand engagement = 3 years and 157 days of viewing time realized. This is 1.804.342 minutes with an average display duration of 0.39 seconds.​