DFT Helps Telfort with Successful Online Content Special

Who: Telfort
What: Telfort Mobile - carefree mobile internet
Objective: To position Telfort as a knowledge party that helps consumers save costs in their use of mobile internet. To make consumers aware of Telfort as an advisor in how to save MBs (and therefore costs) when making use of mobile internet.
target audience: Men/women aged 20-55 with low to medium levels of education.

 

 

 

Situation Overview

In recent years mobile internet has been playing an increasingly larger role in the daily lives of increasingly more people. In the Netherlands, more people now have a smartphone than a computer. As the number of users increased, the use of mobile internet has tremendously increased as well. It is almost impossible to do without. On average, we use our smartphones 150 times per day to WhatsApp, read e-mails, look up travel schedules, check Facebook, read the news, or view the latest funny cat videos.

But who knows exactly how much it costs to load a website onto your mobile? Or to stream a music video? And what happens when you retrieve an e-mail while your bundle has expired? No matter how handy mobile internet may be, no one wants to be unpleasantly surprised at the end of the month. This is why Telfort provides mobile internet without unexpected costs.

Objective

To position Telfort as a knowledge party that helps consumers save costs. To make consumers aware of Telfort as an advisor in how to save MBs (and therefore costs) when making use of mobile internet.

Concept

By means of an online content special on DFT.nl/Geld, visitors are exposed to different articles that clearly explain how they could have easily saved MBs. The articles make frequent use of lists and Top 5s; this appears to be enormously appreciated by visitors. New articles are added during the period that the content special is online to motivate visitors to visit the content special multiple times. The online special is available on desktop, iPad and iPhone. Upcoming.nl is used to reach consumers in a playful way via listicles and quizzes to make it clear that Telfort provides tips designed to save MBs.

Media Choice

  • DFT.nl, DFT/Geld;
  • Telegraaf.nl, Telegraaf iPad-app;
  • Upcoming.

To generate sufficient traffic to the online content special, an elaborate package with online spots is used. This includes text links, widgets and advertorials within TMG’s online network. The special is promoted via advertorials on De Telegraaf iPad app.

Results

  • Almost 200,000 article views were achieved in a single month, while the objective formulated in advance was 30,000;
  • Approximately 60% of the article views is achieved on the iPhone. This device appears to seamlessly connect with the consumer’s interests and times of use. The desktop exhibits the most clearly focused visits. Visitors on average spend the most time reading articles via this device;
  • Upcoming achieved almost 30,000 views and as such performs in accordance with the benchmark.
23 Oct
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