Since the internet has become an integrated part of our daily lives, ‘connection speed’ has become the main battleground. It’s one of the main reasons to switch provider. VOO, one of the main telecom providers in Belgium, has invested in technology allowing to offer its customers a connection speed up to 4 times faster than its competitors.

VOO’s desired goal is now to gain market (and heart) share within the fast-growing video game community, and more specifically within the community of people who watch other people broadcast their games online, on platforms such as YouTube Live and Twitch. It’s a gigantic industry that attracts on average more viewers than sport on TV.

Obviously, for this community of die-hard video game streamers and viewers, it is crucial to have a fast connection.

That’s why Happiness has created ‘Raging Banners’, the world’s first real-time voice-activated banners, that only appear on viewers screens when a gamer starts raging about the slowness of their internet connection. Their rage is even written down in the animated banner.

How? First, we programmed an OBS plug-in, which is the most used software for online game streams. This plug-in connects to the microphone and uses Microsoft Cognitive Services to transcribe, in real-time, the keywords-based data, generated by the voice. Then, we programmed every possible keyword related to ‘slow internet’, and yes, that included some serious swearing. Once ‘Internet Rage’ was detected, an animated banner automatically appeared during the live stream. A technical achievement that worked on both YouTube Live and Twitch and is a world first!

We then collaborated with prominent gamers – about twenty players with an average of more than 100,000 subscribers each – who downloaded the plug-in. And we waited for their internet to drag… So they would rage a bit.

Because moments of internet rage due to a slow speed are probably the best occasions to remind people that it’s time to switch to VOO’s ultra-fast internet.

Credits
Client: VOO
Campaign:
Contacts: Christophe Segaert, Aline Hoffman, Delphine Lenel, Jacques Ohn
Agency: Happiness Brussels
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Strategic Director: Isabelle Koelman
Concept Providers: Mathias Lemielle, Jérémy Stoquart
Group Account Director: Pascal Kemajou
Account Director: Mattias Vermeire
Account Manager: Coline Hercot
Graphic Designer: Caroline Ray
Producer: Bart Vande Maele
Senior Digital Producer: Kris Van Wallendael
Head of Motion: Remke Faber
Motion Designer: Simon Schuurman
Managing Director BLISS Interactive: Frederiek Pascal
Head of Technology: Thomas Colliers
Head of Projects: Na Nguyen
Project Manager: VietDong Ngo
Sound: Bleu Nuit

Tags:
Happiness Brussels, VOO, Gamer Rage, Raging Banners, Voice-activated banners, Technology, Belgium, VOO Raging Banners, Latest Tech News, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Internet, Gamer

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. 34% of respondents even suffer more from buffer rage than road rage.

Indeed, 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. Well, so does VOO telecom, for whom offering ultra-fast internet has always been a priority.

So, in order to bring all Belgians up to speed when it comes to their ever-increasing use of digital devices, VOO has launched an ambitious project named ‘La Vitesse Pour Tous’ (‘Fast Internet for All’.)

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.

Indeed, by adopting 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, VOO turns the actual buffering wheel into a new advertising medium.

And what about VOO clients?

Well, with an internet speed that is up to twice faster, the chance of them seeing this advertising message is virtually reduced to zero. It’s only when you’re confronted with the problem that we’ll confront you with the solution!

By doing this, VOO wants to encourage people to question their current speed. And that’s why the platform LaVitessePourTous.be was set up. A website where all Belgian households can find out what their specific internet needs are and verify if their internet connection answers these needs. If it doesn’t, they know who they can turn to.

Further supported by a multimedia campaign in TV, radio and outdoor, VOO’s claim of the Fast Internet for All is going full speed ahead.

Credits:
Agency: Happiness Brussels
Client: VOO
Christophe Segaert (Vice President Consumer Market (B2C))
Aline Hoffmann (Brand & Marketing Communication Director)
Delphine Lenel (Head of Advertising)
Jessica Demeer (Chef de Projet Advertising)
Jacques Ohn (Media & Budget Manager)
Sophie Neirynck (Head of Online Communication)
CEO: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Creatives: Toon Vanpoucke, Morgane Choppinet
Strategic Director: Isabelle Koelman
Group Account Director: Pascal Kemajou
Account Manager: Sophie Glotz
Media Agency: Vizeum (Laurent Lejeune, Sabrina Van Cutsem, Laurie Habousha)
Coding: Digiteka

This article is about:
FCB Worldwide, Happiness Brussels, VOO, VOO Buffering Wheel, Technology