The objective was to gain market shares around Liege thanks to a special promotion campaign, called 'Oufti'. The offer aimed at positioning Proximus as the uncontested leader on the whole Belgian territory, and proposed not-to-miss tariff plans for new subscribers until 2008.

For Proximus, the challenge was to create an efficient campaign for a very niche target, geographically spotted around Liège, within a very short time frame and a very low budget.

In order to support the campaign efficiency, LBi conceived and developed an online buzz campaign around the 'Oufti' concept, where the Liège's most folkloric character, Tchantchès, takes to the maquis and starts a humoristic guerilla resistance against expensive telephony tariffs, inviting all his friends to join him for this revolution. The buzz campaign, promoted through underground channels and flyers distribution at strategic events in Liege, leads to a video-led micro-site where you can have a peek on Tchantchès' hidey-hole ... great prizes to win: 1-week trip to Cuba, laptops and mobile phones.

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