If you have lived in The Netherlands for more than five years, you might be acquainted with the brand called ‘Ben’. Five years ago, this mobile operator was a strong consumer brand as a fighter operator, focusing on young people. To many, the campaigns are still known. Kesselskramer, the creative communication agency, did the black and white (with light blue as the only support color). Ben means ‘to be’ in Dutch. It is also a name. This brand name really was bull’s eye as it proved to be extremely campaignable. I was sort of sad that it disappeared – I was one of Ben’s dedicated followers – but did not think too much of it as I was living in Finland and using the local operator Kolumbus at the time.Now, for the audiences, Ben is back. And guess what, same campaign, same colors, same magic, provided by KesselsKramer.
Ben’s business concept has changed since then. Now you can only get prepaid subscriptions through their web site and it’s only prepaid. Ben targets everyone who is basically only interested in using the cell phone as a phone, so only verbal communication and SMS. Interesting. Anyway. Ben’s campaign is fantastic and quite crossmedial. Check it out at Ben’s site and click ‘Ben benieuwd’.
