Share-avec-ton-grand-père
1. The Challenge
A great number of people, mostly elderly , are still not connected to the internet and are therefore missing out on everything that's being shared online. The major challenge of this campaign was to show them how easy it is to share stuff with friends and family once you're connected to the internet. There was only one hurdle: how do you reach an 'offline' target group through an 'online' campaign?
2. The Solution
Approach the target group's grandchildren and offer them a unique opportunity to share the internet via a traditional route: by mail. On share-avec-ton-grand-pere.be, youngsters could post youtube videos on VHS or DVD, print out a facebook profile picture or an entire website, and update their facebook status on Teletext. All the youngsters had to do was select the item they wanted to share.
VOO did the rest and made sure everything was mailed in a handwritten envelope. The result was a 100% personalised Direct Mail, sent by a close relative.
3. The Results
For the 55.000 visitors of share-avec-ton-grand-pere.be, the main benefit was VOO acting as a dynamic Telecom-provider that touched the hearts of youngsters and elderly people. Some youngsters really used the temporary VOO-service to share the internet in a very unique way. Their message was clear: this ‘absurd’ way of sharing the internet was nothing but a hidden message to promote the necessity of the net.
