Belgium’s Voo Telecom is running a clever campaign that sets out to harness people’s “buffer rage” when a user’s internet is slow and they’re forced to stare at the buffering wheel on the screen.
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.
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’ aka ‘Fast Internet for All’.
In collaboration with Happiness Brussels, VOO took the most frustrating symbol of the slow internet connection as the buffering wheel that always appear when a content takes time to load.
To proceed, adapting 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.
Further supported by a multimedia campaign in TV, radio and outdoor, VOO’s claim of Fast Internet for All is going full speed ahead.