How we turned VTM GO into a streaming sensation

(Lights, camera, streaming action!)

Faced with the ever-changing entertainment market and TV industry, VTM GO was looking for new growth. We answered their call by turning the perception of their catch-up TV platform into a binge-worthy streaming sensation. Our VTM GO campaign didn't just change the behaviour on how Flemish viewers consume content; it rewrote the entire script and walked away with a Golden Effie Award! Check out below how we did it.

Catching up with the streaming giants

(Pressing play on a new strategy)

VTM GO, a catch-up TV platform, was facing a viewership plateau. In the world of streaming and on-demand content, it is now the viewer who decides what to watch and when. With the rise of international streaming giants and changing viewer habits, VTM GO needed to evolve from a mere catch-up service to a full-fledged streaming platform. The challenge was to reposition VTM GO in the minds of Flemish viewers, encouraging them to explore its vast, ‘older’ catalog content (more than 30 days after broadcast) beyond just recent broadcasts.

Streaming BIG with a local twist

(Making a campaign that is equal parts ‘Hollywood’ and 'gezellig’)

We needed to reframe VTM GO’s restrictive image and come up with an idea that takes older box office hits, series and shows that our target group knows and loves, and rekindle interest in them on VTM GO. Simply put, ‘go big or go home – but make it Flemish’.

Our creative geniuses at Joe Public, part of Springbok, launched the "Stream BIG!" campaign, adopting the bombastic style of international streaming platforms while keeping our feet firmly planted on Flemish soil. We repositioned VTM GO with a bold new ‘Stream BIG!’ slogan and showcased its diverse content catalog, from top series to epic Hollywood productions. But here's the kicker: we added a uniquely Flemish touch, like ‘Stream BIG! with a lekker chipke’ (delicious crisps), to emphasize our local roots and cozy viewing culture.

We went BIG and won a golden Effie

(Turns out, Flemish viewers were ready to binge on local flavor)

Our "Stream BIG!" campaign hit the mark, earning us a prestigious golden Effie award. We didn't just meet our targets; we smashed them. VTM GO saw a 34.2% growth in catalog views (target was 20%), a whopping 44.1% increase in ad revenue (target was 20%), and a 10% growth in users (target was 8%). As Sammy Colson, our CEO, put it: "This campaign showed that with the right strategy, local players can not only compete with international streaming giants but can create a unique, resonant experience for their audience. It's a testament to the power of understanding and embracing your market's unique culture."