Gaming is big business in Belgium. In 2022, 55% of adults in Belgium play a digital game every month. They do this on different devices, ranging from consoles to tablets and smartphones. That’s why we needed to raise awareness in the gaming community that Proximus Fiber is all about speed.
Building a Speed Run in Fortnite ties perfectly with the message we want to bring. Fortnite is a popular game which is accessible on all devices and free to play. Speed runs are a popular “gameplay format” on which you need to complete a map as fast as possible. Just like fiber, it’s all about speed.
On top of our concept, we also organized 3 official tournaments. Each tournament took 2 weeks and the fastest players would win amazing prices. This added another dynamic to the game & we saw crazy engagement from the community looking for shortcuts and improvements.
Qua visibility, we really went off the charts. TikTok performed above benchmarks. On Twitch, we grabbed the attention of gamers. Almost 170.000 hours of gameplay streams were watched. That’s hours of Proximus fiber visibility in prime time with our target audience. We had 7x times as many participants as estimated with 39.000 unique players throughout the entire campaign. Many of them coming back multiple times. On average, they spent 45 minutes playing the speed run, during which they had full attention on Proximus fiber.
This case is inspiring because of the pioneering approach in leveraging gaming culture and entering virtual environments. It was a unique way to engage with consumers and still showcase the capabilities of Proximus’ fiber network. In summary, this campaign embodies the ‘Think Possible’ mission of Proximus.
