BASE PhoneAddressTM
BASE
Issue 36 | September 2015
Agency
DDB Brussels
Creative Team
Creative Director Peter Ampe Creative Team Tim Arts Stefan van den Boogaard
Production Team
Digital Producer Maarten Breda Webdeveloper Christophe Gesquie`re Webdesigner Ce´dric Lopez Fernandez Digital Production Company MediaMonks Video Production House ThinkFish
Other Credits
Account Team Francis Lippens Melissa Bekaert Romy Vierhouten Strategy Director Dominique Poncin Content & Insight Planner Michael D’hooge Head of Digital Geert Desager Client Contacts Michel Moriaux Isabelle Bacro
Date
June 2015
Background
BASE was not one of the larger Mobile Services providers and needed ideas to strengthen its challenger image. They wanted to change the conversation from one about the size of the Mobile companies to one about which was smartest.
Idea
PhoneAddressTM used the GPS signals from their customers' phones to know exactly where they were when they placed an order online.
If they wanted pizza in the park or swimming trunks delivered to the beach, PhoneAddressTM made it possible. At the same time, the app connected with the delivery service so wherever the purchasers moved, they knew where they had moved to.
Results
The campaign page got more than one million visitors in the first three days. The story was covered by all national press titles in Belgium. Royal Delivery, a food delivery service, was the first company to partner BASE but many others are now discussing how they can take advantage of PhoneAddressTM too.
Our Thoughts
This idea is brilliant in that it will make the services that use it seem more flexible and more helpful than those who don’t. It’s going to create completely new shopping experiences for people, who, at a critical moment, will be able to buy whatever it is they need right there, right then.
So, what’s an ad agency doing, getting involved in technology?
Well, we all recognise the convergence of technology, brands and comms but what agencies do well is design from a people- first perspective. They come up with ideas to meet people’s needs, whereas tech companies, dare I say it, often come up with ideas that are fascinating but needless.