VML and Telenet launch a campaign for 'Truienaars', so everyone else can stop reading now

From this month onwards, Telenet is running a super-local promotion. The first stop: Sint-Truiden. Residents of the city will be able to enjoy an incredibly good deal for an entire year. To announce it, VML created a copy-driven campaign aimed exclusively at people from Sint-Truiden. And at no one else. Thanks to close collaboration with Butik, WPP Media and AdSomeNoise, the story comes to life across the entire city. Wherever people from Sint-Truiden look in the coming month, they will know that they, and only they, can enjoy this remarkable Telenet promotion.

The campaign consists of a series of striking headlines, each emphasising that the promotion is exclusively for people from Sint-Truiden. These will mainly appear on out-of-home placements spread throughout the city. By advertising in very specific locations, residents are addressed in unexpected and eye-catching ways. You will, for example, find the campaign at Stayen, the stadium of STVV, at bus stops, at the station, in supermarkets, along cycling routes, in shopping streets, in cafés, in neighbourhood shops, on the façades of local residents (such as Conny and Maarten) and even in the street where, supposedly, no one ever goes: the Chaussée d’Amour.

“A promotion for Sint-Truiden calls for a campaign that is rooted in the everyday life of the city’s residents. That’s why we looked for ways to reach people in surprising places and in surprising ways,” says Arjen Tarras, Executive Creative Director at VML. “The headlines make people from Sint-Truiden proud to be from Sint-Truiden. And yes, sometimes that also means taking a small jab at everyone else. But always with a Telenet wink.”

The campaign is running now in Sint-Truiden, and only in Sint-Truiden. So everyone else will just have to make do with the assets in this press release.

CREDITS

Client: Telenet
​Client contact: Charlotte Feremans, Caroline Aertgeerts
​Agency: VML Belgium ​ ​
​Executive Creative Directors: Arjen Tarras, Kasper Janssens
​Creative team: Tomas Van Loon, Patrick Vermeylen
​Copywriter: Jelle Raats ​
​Design: Samuel Allemand, Lars Hiele, Katrien Muller
​Account team: Lotte Huybrechts, Elise Van Hout, Mieke Moortgat
​Activation partner: Butik
​Media Partner: WPP Media
​Digital partner: AdSomeNoise