PROXiMUS

CALL MOM

THE RADIO AD THAT MADE 900,000 PEOPLE CALL THEIR MUM.

Sometimes, the best use of technology is simply to call your mum.

For Mother's Day, Proximus wanted to remind Belgians that the greatest gift wasn't flowers, chocolates or

another last-minute present.

It was a phone call.

So we created a radio ad that didn't just tell people to call their mum. It did it for them.

By triggering Siri and Google Assistant through the radio, we turned a commercial into a nationwide wave

of phone calls.

900,000 calls estimated. One very happy Mother's Day.

Proof that sometimes, the most powerful innovation is also the simplest.

AWARDS

CANNES LIONS — 2023

Shortlisted — Radio & Audio / Social Behaviour

Shortlisted — Radio & Audio / Consumer Services & Business to Business

THE CAPLES AWARDS — 2023

Silver — Audio

Silver — Mobile

IAB MIXX AWARDS — 2022

Gold — Digital CX & Craft / Experience Design: Multi-platform

AMMA AWARDS — 2023

-Gold — Best Use of 1 Medium

BEST OF ACTIVATION (BOA) — 2023

Silver — Integrated Communication

CREATIVE BELGIUM AWARDS — 2023

Bronze — Audio / Audio

SONIQ AWARDS — 2023

Winner — Best Innovation in Audio