Proximus – “Enjoy the end of year without your screen”

Best practices

Partner

WPP Media

Categories

Out Of the Box

Objective Campaign

  • Build awareness for Proximus’ end‑of‑year “switch off” concept in a highly festive and iconic environment.
  • Encourage people to disconnect from their screens and enjoy shared moments during the festive season.
  • Create an emotional connection with the brand through a consistent TV‑to‑OOH execution using the elf and the sonic logo.

Media characteristics:​

Light show, powered by Proximus

  • Grand Place Brussels during the Christmas Market
  • 28/11/25 to 04/01/26
  • From 5pm to 10pm : 10 projections / day
 

3x Deepscreens on the Christmas market

  • 28/11/25 to 04/01/26
  • 20% share of voice
  • 3D content
 
4.000.000 millions visitors

Reason best Practice

  • Strong creative consistency across TV and OOH, using the same character and narrative.
  • Distinctive brand assets (elf character and sonic logo) 
  • OOH treated as content, not just a media placement.
  • Clear alignment between message (“switch off”) and execution.
  • A rare example of sensory branding (visual + audio) in out‑of‑home.

Subscribe

* indicates required

Intuit Mailchimp