UPC was a big brand in Holland providing TV, Internet and telecommunication services. UPC had a very technical and innovative character. But consumers in Holland had problems to connect with the brand. This resulted into less customers and converting. The main challenge was to change the brand perception and transform it into a more likeable brand.
We created a very likeable spokesperson for the campaign. We used Johnny de Mol, a famous Dutch TV personality (son of John the Mol, creator of Big Brother and The Voice). Johnny is the type of guy you really can’t hate. He doesn’t take himself too seriously, even when the jokes are made on him. This makes him a very down to earth celebrity and in Holland people really like that. Johnny would never deliver a sales pitch directly to the consumer. Instead, he would always discover the new features of UPC in a natural or sometimes extraordinary way.
UPC asked us to create awareness for MyPrime (the Dutch version of Netflix), a service from UPC, offering endless movies and series.
In the TVC we introduce Johnny to MyPrime. Johnny watches and experiences different movies and series. Through watching MyPrime, he also discovers different sides of his personality.
UPC asked us to create awareness for Horizon Go:
An app that allows you to watch TV live, anywhere you want.
Horizon Go is available on smartphones and tablets.
In the TVC we introduce Johnny to the Horizon Go app, which immediately gives him an unstoppable feeling. In the TVC Johnny breaks the boundaries of watching television literally, and takes his television outside of his living room for an epic journey.