Asked to review KPN’s activation campaign for iTV on Facebook in Emerce magazine, edition June 2012.
The aim of the campaign is to draw consumers’ attention to the advantages of KPN’s All-in-One Package (television, internet and telephony): not on price but on functionality. Hans van de Togt was hired to get the Netherlands zapping in a recognizable way (Wheel of Fortune) by means of the ZapRoulette. After all, KPN allows you to watch TV on telephone, television and tablet. ‘Never argue about the remote control’.
Conclusion after viewing the commercial and the activation campaign on Facebook:
“For starters, it goes wrong with the message. If you don’t know the objective behind it, you have no idea what it’s about. You can win prizes, but to do so you have to read the latest Facebook message from KPN. And whether this is enough motivation to inform and activate your network is highly questionable. Especially when you have to take quite a few bumps before you can start playing. A lot is asked without a clear message or dialogue. Finally, such a campaign should also strengthen the personal brand value of participants. That doesn’t happen here.”
View/read the article “Weg met de zapstress” (Getting rid of zap stress) in Emerce magazine June 2012.