Telco battles.
In 2014-2015, the Belgian telecommunications market reached a critical inflection point. The era of explosive growth was behind us, giving way to a more mature, competitive landscape. Consumers had become savvier, no longer content with just “good enough.” They demanded seamless connectivity, fast data speeds, and transparent pricing, forcing telco brands to rethink their strategies.
At the same time, market dynamics were shifting. Proximus (then Belgacom) maintained its dominant position as the incumbent operator, leveraging its vast infrastructure and reputation for reliability. BASE, meanwhile, had firmly established itself as the feisty underdog, winning over younger, price-sensitive customers with bold campaigns and aggressive pricing.
Caught between these two extremes was Mobistar, the second-largest player in the market. Once celebrated for its innovative spirit and customer focus, the brand now faced an identity crisis. It risked being overshadowed by Proximus’s stability on one side and BASE’s challenger energy on the other. Mobistar needed a new way to stand out—something bold, authentic, and aligned with the evolving needs of a data-hungry audience.
It was in this context that I had the opportunity to collaborate with Mortierbrigade on redefining Mobistar’s communication strategy. We were tasked with reinvigorating the brand, giving it a clear voice, and bridging the gap between its strong legacy and the future of telecommunications.
The Challenge: Standing Out in a Crowded Market
Mobistar faced a unique dilemma. Proximus was known for its stability and extensive infrastructure, while BASE aggressively captured attention with its bold, challenger spirit. Mobistar needed to carve out its own identity to maintain relevance, strengthen brand preference, and resonate with a growing, tech-savvy audience. It wasn’t just about being heard—it was about being memorable, credible, and relatable.
The Strategy: Bold, Multi-Layered, and Real
At Mortierbrigade, we developed a three-pillar communication strategy to tackle this challenge head-on:
1. A Clear and Daring Communication Platform
We stripped Mobistar’s messaging down to its essence: reliability, innovation, and a human-centric approach. The brand had to stand for more than technology—it needed to connect with real lives and real people.
2. Solid ATL Campaigning
With traditional above-the-line campaigns, we focused on building brand awareness, preference, and trust. The visuals were bold, the messaging was crystal clear, and the promotions spoke directly to the needs of the customer.
3. A Separate Brand Activation Platform: “The Mobile Testers”
This is where the magic happened. We introduced two young, dynamic characters—our “Mobile Testers”—who became the face of Mobistar’s brand activation. Their mission? To test Mobistar’s promises in the most extreme, real-life situations imaginable.
Skydiving with 4G: Could they download a file while free-falling at terminal velocity?
Video Call Dinner Date: Could they pull off a romantic tête-à-tête while dining in two completely different locations, connected only by Mobistar’s video call service?
Party Styling Challenge: Could they style each other for a party, entirely via video chat?
These challenges weren’t just stunts; they were entertaining, relatable, and proof of the brand’s claims. The Mobile Testers became a sensation, embodying Mobistar’s promise to deliver seamless connectivity, no matter the situation.
The Impact: A Bold New Direction
This strategy didn’t just put Mobistar back on the map—it redefined how the brand was perceived. The Mobile Testers, in particular, captured the imagination of younger audiences, bridging the gap between functional messaging and emotional engagement. Mobistar wasn’t just reliable; it was exciting, human, and ready for the future.
Looking Back
Reflecting on my time at Mortierbrigade and the Mobistar project, I’m reminded of the power of bold ideas and clear strategies. In an industry where it’s all too easy to get lost in technical jargon and impersonal campaigns, this project was a testament to the importance of creativity, authenticity, and daring to stand out.
