ADCN Awards
LOGBUSTERS
Agency Dentsu Creative / Amsterdam + KPN / Amsterdam + A Bigger Circle / Amsterdam + Mindshare / Amsterdam
Category
Activations & PR
Annual ID
ADCN25_A027F
Project Summary
Logbusters hacks the most watched Youtube trend during Christmas to promote KPN’s entertainment offer.
Idea
Christmas, the time of the year people are busy with everything except your brand. How do we get them hyped on KPN’s unrivaled entertainment offer, without burning a ton of media budget?
Enter digital fireplace videos! They rapidly became the most watched videos during the holidays (source: Metro) Millions of people turn their TV screens into cozy fireplaces.
We tapped into this digital fireplace trend and turned an ordinary fireplace into a flaming hot brand activation. At first glance, our 6-hour long fireplace looked like any other cozy fireplace.There was only one little difference, our fire was kept burning with logs branded with free movie voucher codes. Lots of them!
Viewers had to keep watching to redeem the codes in KPN’s on-demand TV app. Before they went up in flames…
Enter digital fireplace videos! They rapidly became the most watched videos during the holidays (source: Metro) Millions of people turn their TV screens into cozy fireplaces.
We tapped into this digital fireplace trend and turned an ordinary fireplace into a flaming hot brand activation. At first glance, our 6-hour long fireplace looked like any other cozy fireplace.There was only one little difference, our fire was kept burning with logs branded with free movie voucher codes. Lots of them!
Viewers had to keep watching to redeem the codes in KPN’s on-demand TV app. Before they went up in flames…
Execution
The name, the thumbnail, the 4k logo. We made sure everything felt like a legit fireplace video. But creating the fireplace itself was just the first step to success. It was super important that our video got seen by as many viewers as possible, without being lured towards all the other fireplaces out there.
Through a smart SEO and media strategy, we made sure that anybody that searched for ‘Fireplace’, ‘Cozy fireplace’, ‘Ultra HD 4k Hell pit of crackling fire’ or one of 37 other search words would find ours as the recommended pick on Youtube.
One thing is absolutely certain, it worked!
Through a smart SEO and media strategy, we made sure that anybody that searched for ‘Fireplace’, ‘Cozy fireplace’, ‘Ultra HD 4k Hell pit of crackling fire’ or one of 37 other search words would find ours as the recommended pick on Youtube.
One thing is absolutely certain, it worked!
Impact
With only a tiny spark of media budget (10K) our activation got things heated:
= 12.000 streamed hours
= 100% vouchers sold out
= 99% positive brand sentiment
= Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
= 2.150.000 total reach
All in just three days. How delightful!
With only a tiny spark of media budget (10K) our activation got things heated:
12.000 streamed hours
100% vouchers sold out
99% positive brand sentiment
Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
2.150.000 total reach
All in just three days. How delightful!
With only a tiny spark of media budget (10K) our activation got things heated:
12.000 streamed hours
100% vouchers sold out
99% positive brand sentiment
Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
2.150.000 total reach
All in just three days. How delightful!
= 12.000 streamed hours
= 100% vouchers sold out
= 99% positive brand sentiment
= Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
= 2.150.000 total reach
All in just three days. How delightful!
With only a tiny spark of media budget (10K) our activation got things heated:
12.000 streamed hours
100% vouchers sold out
99% positive brand sentiment
Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
2.150.000 total reach
All in just three days. How delightful!
With only a tiny spark of media budget (10K) our activation got things heated:
12.000 streamed hours
100% vouchers sold out
99% positive brand sentiment
Coverage by major promotion platforms in the country (including Pepper with 400.000 members)
2.150.000 total reach
All in just three days. How delightful!
2025 Awards
Total Points: 1
Finalist Lamp
Credits
Agency
Dentsu Creative / Amsterdam
Media Agency
A Bigger Circle / Amsterdam
Mindshare / Amsterdam
Client / Brand
KPN / Amsterdam
Chief Creative Officer
Mark Muller
Creative Director
Gijs Sluijters
Joris Tol
Designer
Heste Coetzee
Motion Designer
Alexander Vognstrup Nielsen
Sjoerd Jones
Strategist
Tobias Vermeiren
Copywriter & Art Director
Leon Ragetlie
Tim van Aerschot
VP Brand, MarCom & Sponsorships
Dave Frauenfelder
Account Manager
Maarten Withoos
Brand & Content Communications
Angela Snijders
Director Marketing Communication
Chantal van der Walle
Video Lead
Robin Vrachtdoender
Related Awards
