Proximus is the market leader in the Belgian telecom sector, but there is one target group it finds difficult to reach: millennials. How to appeal to that specific group in a fresh, innovative way that still remains on-brand?
We went for a deep dive and joined forces with the Proximus team. Setting up a new hybrid company consisting of Proximus and our own employees with the most diverse skill sets: UX experts, developers, marketing and communication specialists and people who know the internal Proximus processes inside out. This was a perfect starting point for innovation. Something like a start-up, but we prefer to call it a start-down. We worked together for 10 weeks and 7 sprints to draw up the prototype of the perfect telecom experience of tomorrow.
Instead of setting up a lengthy market research to try to understand millenials, we chose a smarter method: an agile approach. It involves development, testing and adjustments over and over again in 1-week sprints. In week 1 we defined 7 sprints, each dealing with a specific phase in the customer journey, from Discovery to Ambassadorship.
These iterations of delivering, testing and adjusting things with every sprint allowed us to meet the target group’s expectations perfectly and build a real offer with real customers at the same time. We specifically paid a lot of attention to social media for this target group. The iterations also taught us what worked well and what didn't.
Millennials want things to happen. They want to be dynamic and active: they are constantly on the move. That inspired us to create ‘Move’.
This identity was also shaped by a look and feel that roughly followed the Proximus look, but had a hugely different feel. You can see that this is still Proximus, but you can sense a different dynamic.
So how do you reach millennials? We approached them by setting touchpoints and by immediately testing the assumptions in real life.
Millennials like to go out. That is why we launched city experiences. For example, when customers bought tickets to the cinema for them and their friends, they were linked to liquid data (unlimited data usage).
Millennials also prefer to use asynchronous means of communication: they like chats. So we reorganised the service desk by removing the phone number from the website and installing a chat service, which worked perfectly smoothly.
“I'm most proud of the city experiences. The idea of seeing telecom solutions as city marketing and bringing people closer together in the city is pure genius.”
Head of Innovation at Proximus
The foundations of a viable brand that suits the target group and can be marketed immediately.
The project is directly embedded in the Proximus corporation thanks to balanced co-creation: 5 Proximus people formed a team with 5 people from our agency
By directly connecting with the Proximus target group, we created extra awareness and a positive perception of the brand.
Because we immediately tested our findings, we also found out immediately whether things were working or not. These insights can form the basis of future campaigns.