WAKE-UP CALL

PROBLEM
60% of Dutch phone subscriptions are so-called ‘sleeping contracts.’ Many people unconsciously renew their phone subscriptions over and over again, often leading to overpayment. How can Mobiel.nl position itself in a world of sleeping consumers?






SOLUTION

Mobiel.nl believes that people should have the freedom to independently choose from all phones and providers, without providers making the decisions for them. Mobiel.nl’s new brand positioning focuses on empowering users, opening their eyes, and helping them choose the subscription that suits them best. This is captured in the new tagline, ‘Dat bepaal je zelf wel, op Mobiel.nl’ (You decide for yourself, at Mobiel.nl), bringing back autonomy and delivering a clear call to action for all the sleepyheads out there.

CREATIVE
We spend an average of over 3.5 hours a day staring at our phones, yet when it comes to our phone subscriptions, we close our eyes. That’s a shame. With the campaign message, 'Don’t be lulled to sleep any longer,' set in a visual world of sleeping people and walking beds, Mobiel.nl illustrates just how asleep we really are. It’s time to wake up, and take control of your subscription, on Mobiel.nl.