Summer bummer? VML sorts it with Telenet
Antwerp – 1 October 2025
Telenet is all about carefree enjoyment. With Check & Smile, you can run a full check-up of your Wi-FI, mobile plan, security and benefits in just a few clicks. If something could work better, it’s fixable in the app, directly. Like that, Telenet makes sure everything is running smoothly leaving you more time for the fun stuff. This same thinking runs through the strategy and creative behind the Smilecheckers activation campaign by VML.
Strategy? Check. Concept and content? Double check.
The campaign was inspired by the promise behind Check & Smile: keep everything running smoothly so customers can make the most of life. The creative activation, developed by Butik, brought that idea to life. Mobile Smilechecker squads set out to tackle real summer bummers, the things that steal time and joy during summer
Wherever they went, they made your summer run that bit more smoothly. For example, the Smilecheckers made sure the kids never got bored, carried all your stuff to your spot on the beach so you could skip the heavy lifting, and at crowded food festivals, they set up pop-up tables. So you could grab a seat instantly – no long waits required. In short, the ease of Telenet’s service became something everyone could experience for themselves.
It feels great when things run smoothly, doesn’t it?
VML created an integrated 360° content approach: from teasers and live coverage to campaign recaps and a final Smilecheckers Wrapped. Paid, earned and owned channels were perfectly aligned to maximize reach and impact.
CREDITS
Agency: VML Belgium
Client: Telenet
Client contact: Tom Guetens, Katrien Rousseau, Stephanie Katic, Charlotte Arts, Djuna Deleyn
Executive Creative Directors: Arjen Tarras, Kasper Janssens
Creatives: Noa Luiten, Fleur Delanghe, Mathijs Bettens, Tijs Dejonckheere, Hannah Candries, Rik Hermans
Creative Content Directors: Debby De Ridder, Jorrit Michiels
Account team: Mieke Moortgat, Jasper Baeck
Strategic Director: Tom Vingerhoets
Strategy: Amber Pelegrin, Michael Van Goethem
Designer: Samuel Allemand
Copywriter: Jelle Raats
Motion Designer: Lucas Van Orshaegen
Event partner: Butik