KPN is launching a cuddly campaign with Louis de Kat and Ruben to promote their internet products and build their brand, using TV and online videos, social media, and AI.
In the overcrowded telecom market, KPN wants to conquer the hearts and minds of the Netherlands again. We introduce a new creative construct, with a simple goal: make KPN the undisputed mental market leader in every product category; WiFi, fiber optic, (unlimited) mobile and business.
In a market where everyone sells the same thing, differentiation is difficult. Successful brands compete on price or seduce an often younger target group with the latest innovations. But as market leader, KPN must justify a premium position for the whole of the Netherlands. The insight: for most people it doesn't have to be that complicated, they want the pleasure of a well-functioning internet. That is why no pompous visions of the future, but a cuddly campaign format that is fully committed to likeability and sympathy.
We introduce Louis de Kat and his owner Ruben. Louis represents the favorite pet in the Netherlands. And as a cat - the most popular search term on Google and Youtube - he embodies the internet. Together they represent everyday life. When he enjoys KPN's First Class Internet with his owner, he goes 'vibing' (his characteristic dance) to catchy 80s and 90s hits.
Each campaign revolves around such a dance, which translates well from banner to Tiktok, and has a product in the spotlight that proves the carefree nature of 'First Class Internet': 100% Fiber Optic, Super Wifi, Unlimited. For both the consumer and the business market. The cheerful two make KPN a real market and brand leader again. Can't touch this!
In this way we consistently show the most important propositions and we build the KPN brand. The recognizable property can be easily translated into targeted social and performance campaigns. Based on successful A/B tests, Louis is increasingly finding his way into the digital world. In addition, Louis comes back as a cuddly factor in communication to existing customers via channels such as the site and social media and we even use AI to always show Louis in a refreshing way.
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