Proximus’s “Console Swap” campaign aimed to challenge negative societal perceptions of gaming by demonstrating the real-world applicability of skills developed through gaming, such as strategic thinking, teamwork, and precision. This initiative sought to strengthen Proximus’s brand image as a tech-optimistic company that supports the gaming community and drive engagement with both gamers and a broader audience. The campaign directly aligned with Proximus’s 2024 brand platform, which emphasizes unlocking individual talents and potential through its network.
The “Console Swap” campaign featured four engaging episodes (split between French and Dutch) where professional gamers participated in unexpected real-world challenges like rally co-piloting and robotic surgery, applying their gaming skills. These episodes were hosted by well-known gaming personalities (Hakim Chatar and Malou Vandercammen) who also amplified the campaign on their social media channels (Meta, TikTok, Twitch). Content distribution included long-form episodes on YouTube and Proximus’s Pickx platform, complemented by short-form content (trailers, behind-the-scenes, gamer spotlights) across various social media platforms to generate buzz and drive traffic. Furthermore, Proximus partnered with trusted gaming media outlets like IGN Benelux and Geeko for native advertising integrations, ensuring authentic connection with the gaming community.
“Console Swap” is considered a best practice due to its seamless integration into the gaming community through authentic storytelling, trusted voices, and relevant platforms. It demonstrated strong alignment with Proximus’s 2024 brand platform, effectively showcasing how their network empowers individuals. The campaign achieved authenticity and significant societal and brand impact beyond mere reach, evidenced by shifted perceptions about gaming (e.g., 67% of viewers believing gaming is valuable), increased recognition of gaming skills’ usefulness (79%), and improved brand perception for Proximus among viewers (+20% increase in believing Proximus understands gaming). Finally, the campaign excelled in tailoring content (short and long-form) across diverse channels, ensuring cultural relevance for both Flemish- and French-speaking audiences.
