The Context
VOO, the incumbent operator in Wallonia (Belgium), was stagnating. In a saturated duopoly, the brand image was aging and churn threatened profitability. The brand had to be reawakened ahead of its strategic acquisition.
Details
Time Frame:
Role:
Scope:
360° strategy, product launches, multichannel media
The Challenge
Re-Enchanting the Utility. The internet has become an invisible commodity… until it goes down. The challenge was to restore the perceived value of connectivity — convincing families and gamers that speed is not a technical detail but the engine of their digital freedom, while simplifying an offer that had become unreadable.
The Approach
The “Super Fluid” Experience. A strategic overhaul built on power and simplicity.
- Premium Repositioning: Launch of “Giga Fast” internet (1 Gbps), positioned as the standard of the modern home.
- Full Digitalization: A rebuilt web ecosystem for a frictionless user experience, supporting upsell and self-service.
- Closer Communication: A more human, humorous brand tone, attuned to local passions — football, gaming, family.
The Results
360° Execution in the Service of the Brand. Led the major product launches (fiber, high-speed Wi-Fi, mobile offers) and steered the marketing & communications ecosystem, through to the acquisition by Orange Belgium in 2024.
- Visibility: +30% visibility on offer launches through multichannel campaigns (TV, social media, retail, sponsoring).
- Engagement: +20% engagement, driven by fine-grained segmentation and detailed customer personas.
- Stewardship: A multi-million-euro annual media budget and four creative and media agencies under coordination.
