First Date

Following the pitch win late last year, AKQA Brussels is launching its first campaign for Mobile Vikings. In it, the well-known 'Play it Smart' promise gets an update. Less emphasis on just price, more on how people today really live with their internet. Thus, the telecom operator positions itself as the smart choice for those who live 100 per cent digitally and want to get the most out of their internet subscription.

Mobile Vikings has long been known as the smart choice for those who want a lot of data for little money. That logic remains. Only the story gets broader. Being smart is just as much about what you do with that data. About streaming without limits. About endlessly scrolling, gaming, testing and trying. About people not just being online, but living online.

The campaign shows this in a series of recognisable situations with an angle. Someone who watches everything at one-and-a-half speed because he is impatient and can just do it. Someone who uses A.I. to build a translation robot for his pet, purely out of curiosity. Or someone who tinkers a wifi-controlled scent dispenser to impress a date. Sometimes clever. Sometimes completely over the top. Always possible thanks to a subscription that lasts.

Humour remains a fixture in the brand DNA. The tone is light, self-deprecating and deliberately a tad exaggerated. No big technological statement, but recognisable digital gusto. Play it Smart thus becomes more than a price promise. It is an invitation to get everything out of your internet. And to have fun doing so.

For the production, AKQA Brussels worked with production house Hamlet and Canadian director Taso Alexander. The campaign will be rolled out over TV, online video and radio in the coming weeks and will herald a new chapter for Mobile Vikings.