A distinctive GIF-based campaign that cut through telco clutter, boosting brand recall and distinctiveness.
Business Problem
According to the Ehrenberg-Bass Institute’s 40/40 study, only 40% of TV ads are remembered the next day — and of those, just 40% are correctly linked to the brand. Like many in the telco category, BASE was suffering from this low recall and weak attribution, and needed a distinctive communication style to stand out and drive effectiveness.
According to the Ehrenberg-Bass Institute’s 40/40 study, only 40% of TV ads are remembered the next day — and of those, just 40% are correctly linked to the brand. Like many in the telco category, BASE was suffering from this low recall and weak attribution, and needed a distinctive communication style to stand out and drive effectiveness.
Creative Solution
Tapping into the brand's promise of unlimited data, BASE adopted the endlessly looping format of GIFs, a playful, product-aligned device that became a distinctive brand asset and broke from conventional telco advertising.
Tapping into the brand's promise of unlimited data, BASE adopted the endlessly looping format of GIFs, a playful, product-aligned device that became a distinctive brand asset and broke from conventional telco advertising.
Results
The campaign helped BASE cut through the noise, boosting distinctiveness and brand salience, contributing to substantial revenue growth, +18% EBITDA gains.
The campaign helped BASE cut through the noise, boosting distinctiveness and brand salience, contributing to substantial revenue growth, +18% EBITDA gains.
Agency: DDB Brussels | Role: Creative/Copywriter (EN)
Spring - Summer Campaign
Fall - Winter Campaign
