This project was part of the media thesis course (mémoire médiatique) of my Master’s degree at IHECS. In groups of eight, we set up a fictional agency, Mir.e, and responded to a real brief provided by Proximus’s communications team. We carried out the research, strategy, creative concept and media plan.

The brief

Proximus launched For You, a benefits programme (contests, cashback, partner offers) available in the Proximus+ app. Young adults aged 18 to 25 rarely use it. The brief was to raise awareness of the programme among this target and increase participation. Budget: €250,000 for media and €50,000 for production.

Our strategic insight

Our quantitative and qualitative research showed that the issue wasn’t only visibility. 18-25s are “inherited” customers: the contract and the bill are in a parent’s name. As a result, they don’t feel like real customers, they have little connection to the brand, and they assume the benefits aren’t meant for them. We called them the Baby Prox. The parents who hold the contract are the OGs.

“I didn’t choose my operator, but when I receive a useful gift that suits me, I feel recognised as a real customer.”

We therefore refocused the brief on recognition: being recognised before becoming a payer. The business goal is to strengthen attachment before these young people choose their own operator, in order to limit churn.

The creative idea

A generational contrast, with humour and self-mockery: the OGs already make the most of the benefits, while young people don’t know they’re entitled to them. The tagline “For her. For him. For You.” states that the benefits are made for everyone, not just the contract holder.

Message: “You too, do as the OGs do. Activate your perks.”

The 3-phase plan

1. Download the app and discover For You (3 weeks): SMS, newsletter, in-store posters, then YouTube video spots and short formats on TikTok/Instagram.
2. Activate a first benefit (4 weeks): push notifications, in-app messages, social retargeting, Twitch, and a network of nano and micro-influencers who receive personalised For You Boxes across five universes (sport, wellness, creativity, discovery, streaming/audio).
3. Build a lasting habit (12 months, always-on): CRM and personalised messaging, lighter paid media.

The plan relies first on owned channels (CRM, app) and uses paid media to amplify. The campaign also suggests product improvements: individual access for non-paying users, avatars for each family member, and preferences by benefit category.

The media plan

Of the €250,000 media budget, €180,000 goes to digital (YouTube, TikTok, Meta, Twitch, influence) and €70,000 to complementary levers (OOH, display, banners…). The budget is split by phase (€110,000 / €50,000 / €20,000), with specific KPIs for each: downloads, activation rate, repeat usage, and finally churn evolution.

Recommendation

A For You claw machine installed in Proximus shops. A QR code leads to the app download, then the user plays to win a benefit. It makes an abstract promise tangible and fun, and links the shop, the mobile and the app.