FCB Group launches campaign using a whole new medium

FCB Afirma, a member of FCB Global network, brings news about current global trends, innovative campaigns and ideas in the field of marketing.

Data shows that over 50% of people experience ‘buffer rage’ every day. A state of uncontrollable anger induced by the interruption of online content or streaming video due to slow internet speed.

This shows that, when it comes to the internet, our needs and expectations are growing exponentially, and nowadays we all consider that a fast internet connection is perfectly normal. In order to bring all Belgians up to speed when it comes to their ever-increasing use of digital devices,VOO, a Belgian telecom, has launched an ambitious project named ‘La Vitesse Pour Tous’ ('Fast Internet for All') in cooperation with Happiness Brussels, the Belgian branch of FCB Group.

The kick-off of the project is a world’s first. In collaboration with a selection of media, VOO hijacked the most frustrating symbol of the slow internet connection: the infamous buffering wheel that appears when a video takes time to load. By adapting the code behind the loading screens of news sites and streaming services, VOO added to them a new message: ‘Load up to 2 times faster with VOO.’ So, by transforming a frustration into a solution, FCB group and VOO turn the actual buffering wheel into a new advertising medium, reaching more than 70% of its target group.

FCB AFIRMA Beograd

FCB Global

buffer rage

buffering wheel

VOO

Happiness Brussels

FCB Group in Belgium

La Vitesse Pour Tous

Fast Internet for All