Bruno Delhaise: Scarlet drops roaming charges

Scarlet, a Belgian telecom provider, created a challenger campaign to launch its new mobile tariffs without roaming charges in Belgium and used this campaign to build its challenger brand positioning.

Campaign details

Agency: BBDO BelgiumCountry: Belgium

Background

Scarlet is a Belgian telecom provider operating in the fixed line and mobile market. Scarlet was taken over by the Belgacom group in 2008. At the end of June 2013, the number of Triple Play customers is located in the range of 25,000-50,000 customers.

Market situation & Competitive analysis

The Belgian telecom market, particularly as it relates to triple play offers, has been dominated by 3 major players for over ten years. In the north, Proximus (still known as Belgacom until October 2014) dominates the market alongside Telenet, and in...

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