Group 8Tim BorremansLaurens LaaneOlivier Van BuytenNailya MakhmudovaKirsten GabrioSara Roelandt

Marketing communication & Branding

‘BASE check’ case

Prof. Dr. Frank Goedertier

Product Extension Subbrand

Gen Y

Relevant

Own image

Freedom

Value propositionUnlimited SMSLong talksMobile InternetFreedom for customers Cloud message App 2.0Check Out My Life

Cloud messageFreedom

Check out My

Life

Value proposition

2.0

#Checkoutmylife

Check… What?!• Based on the app• Interactive city game• Create interaction & build a community• Focus on music, all styles• Target student cities• Create a Buzz & positive WOM

Check out my life

• Connect with a band, experience their life• Start with a coffee, end with a party• Short period – 2 weeks• Checkers get a party invite• Create your own Maps/Spots/Lists/Perfect day for

friends

How would it look like?

Café Labath

Music Mania

Wasbar

Vooruit

Martino

Pink Flamingos

Limonada

Culture Club

…Commitment to brand

… Unique as a diamond

To be continued…

How interested would you be in a telecom operator that offers you more then just the regular services?

1 2 3 4 5 6 7

22.92

33.33

18.75

8.33

0.00

6.25

10.42

Very interested - not interested at all

% Respondents

Branded house

+ -

Synergy

Clarity

Leverage

Difficult to target specific segments

Difficult to maintain a cool image

Check powered by Base+ -

Max freedom & credibility

Create own associtations

Endorsed brand

Base no center stage

Pre-campaign

• Create awareness by using– Beer cards– Fans of the band & Base, motivate to share– Street presence– QR codes– Twitter #checkoutmylife

Non-traditional advertising campaign

Proximity• Check close to

consumers• In student cities

Exclusivity• Check is

everywhere the competition is not

Invisibility• Disguise &

surprise tactic

Unpredictability• Surprise them in

relevant places • Non traditional

formats

Non-traditional advertising campaign

• Intrusion:– Check is integrated in 8 different places, in 8 surprising ways– E.g: CD Store – Music Mania

• Target the music lovers

• Interaction:– Checkers are able to communicate on facebook, twitter,

site,…• Stunt:– Big, unusual city event: free publicity, WOM, work on

curiosity