The KPN "#bijfgaan" campaign targets young people to show the brand as the best network provider in the Netherlands, using a playful film with Louis The Cat, and promoting the brand through popular channels with influencer-led content and challenges.
With the battle of telcos raging on, KPN needs young people to start seeing them as a relevant and exciting provider. The main question: how do we get young people to link universal terms like ‘Unlimited’ and ‘5G’ to the brand?
For young people, high-speed internet is nothing special. It’s a basic need. That’s why we need to create a campaign that doesn’t necessarily invite them to go all out on a mindless data frenzy, but connects to their mentality: to keep on doing whatever it is they’re doing, thanks to the best network in the Netherlands.
A third film with Louis The Cat kicks off the #blijfgaan (Keep Going) campaign. We infuse the target group’s favorite channels -YT, Insta, TikTok, Snapchat and Twitch- with #blijfgaan related content and challenges designed to playfully encourage them to keep going. The #blijfgaan Squad, formed by two sets of popular influencers, set the right example.
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.