To give the pride of its 14,000 staff a boost, advertising agency Pubmarket! was asked to make an atypical buzz campaign to launch a participative movement for all employees. The campaign had to be the catalyst to push forward an entire range of business initiatives such as Tuttimus and Bizz All-in and to stimulate growth, always keeping in mind the customer. The campaign #WeAreProximus, which was originally launched to support the name change from Belgacom to Proximus, needed to get a second life, rooted in the Proximus DNA, and be the core of the brand's digital transformation. More than just an awareness campaign so quite a challenge!
The strategy can be summarised by the following statement: "We are proud to be Proximus: we believe we do the right things, we know our offering and promotions, we address each and every challenge and we act accordingly." The keywords believe & address, and act are the three pillars of this strategy.
The Pubmarket! approach
Proximus knows its staff can make sure people can connect, at any time, wherever they are. They make sure Proximus customers can lead a better life and work in a smarter way. They stay on top of things. But are they also willing to take things one step further? That's why Proximus and Pubmarket! started looking for #WeAreProximus Officers who were willing to face the challenge to connect all colleagues to what Proximus represents as a service provider.
The first step was the creation of a vacancy: Wanted: #WeAreProximus Officers. The detailed job description was posted in all owned media of the Proximus community: the job portal, the intranet, the media screens at the stairways and elevators, e-mails, posters, etc. All applicants could share their personal story and apply for the job on the dedicated platform firstname.lastname@example.org
For the launch of its internal communication campaign #WeAreProximus, Pubmarket! organised the kick-off event in the Proximus towers in Brussels on 21 June, the first day of summer. CEO Dominique Leroy presented the Officers and launched the first challenge: 'Make sure all customers are satisfied with their fixed Internet connection and TV'. There was a live connection with Proximus in Antwerp and Liège and the entire event was streamed live for all operational employees to follow in Namur, Liège, Antwerp, Ghent, Hasselt or wherever they were. The launch was also shared via Facebook and Twitter and at the exact same moment, the dedicated, detailed website weareproximus.be went live.
The second challenge coincided with the start of the Tuttimus and Bizz All-in campaigns in October. Pubmarket! launched this second challenge - convince your network of friends, family, relations, sport buddies to switch to Tuttimus / Bizz All-in - using the same techniques: event and live stream.
The Officers were followed by a camera crew to register a day in their professional and private lives using a reality TV format. Every broadcast ended with a call to action & challenge to the colleagues to follow suit. All staff received regular updates on the commercial results of the campaign via e-mails, infographics, and the dedicated website.
The two events were trending on Twitter in Belgium, both on 21 June and 17 October. The second time the hashtag #WeAreProximus scored a third place. And the competition was harsh: the Euro Cup soccer with the immensely popular Red Devils and the terror threats in the Brussels shopping centre City2. The mobile data usage in the Proximus towers increased with almost 30% during the events and the Intranet twice registered over 5,000 extra hits, compared to the weeks prior to the events.