Share avec ton grand-pere
Issue 20 | September 2011
Agency
Boondoggle
Creative Team
Creative Director: Stef Selfslagh, Vincent Jansen; Creatives: Hans Kerkhoff, Raoul Maris; Strategy: Peter Verbiest, Jourik Migom; Account and Project Team: Flup Coppens, Sibran Lens; Designer: Petra Sell; Multimedia Director: Bart Plessers; Multimedia Developer: Katsyuki Nagatani; IT Director: Vincent Depoortere; Technical Developers: Niels Dehaes, Bart Geukens
Date
April 2010
Background
The internet is all about sharing. People share with their friends and parents videos of their baby’s first steps, photos of their holidays and links to interesting websites.
But what about grandparents? Many, if not most, do not have internet access, which means they are missing out on everything their families are sharing with each other online.
Internet provider VOO wanted to convince the older generation they should get internet connected, so they would never miss out again.
Idea
VOO gave everyone who used them a one-off opportunity to share with their grandparents the stuff they had online – sending them everything they wanted to share by post.
On the campaign website, visitors could choose a Youtube video, which was transferred onto VHS tape; or a Facebook photo, which was printed out and mailed in a handwritten envelope. They could even share their Facebook status update on Teletext.
Every mailing was 100% personalised, sent by a close relative of the recipient.
Results
All over Belgium, grandparents received pictures or videos through the post, explaining what they were missing out while they didn't have the internet.Not only did VOO persuade many to get connected, they also got others to switch from their competitors, thanks to a special offer.
Our Thoughts
We weren’t entirely sure this campaign belonged in the Direct Mail section. It could be in Digital because that’s where it kicked off, with sons and daughters going online to send grandpa and grandma a video or a photo.
What I love about it is the tacit admission from VOO that even ISP’s like them can’t rely on electronic communications alone. In the UK, for instance, Google is using direct mail to reach marketers.
We put the campaign here because the magic is in the mailing. Imagine your granddad opening the package, playing the tape, realising how easy it can be to keep close to the family. No other form of communication could be as personal or as persuasive.
Just a bit frustrating the results are so vague. I’d love to know exactly how successful this campaign was.