Case Study: Proximus boosts teen digital balance with AKQA’s Digital Hide-and-Seek

Proximus boosts brand perception 15% with AKQA

The telecommunications provider Proximus partnered with the creative agency AKQA to address the challenge of excessive smartphone screen time among teenagers in Belgium's Flanders region. Facing a losing battle against their teens' digital obsession, Proximus sought to foster healthier relationships with technology and position itself as a socially responsible company.

AKQA developed a gamified campaign called Digital Hide-and-Seek, daring teens to go completely offline to win rewards like theme park tickets. The solution included a digital platform, influencer partnerships, and tailored social content. The campaign was highly successful for AKQA and Proximus, generating 1.3 million social media interactions. It achieved a 60% offline participation rate during the challenge and increased Proximus's brand perception by 15%, with half of players reporting they reconnected with nature, family, and friends.

Proximus