Going Wild – Mobile Vikings Belgium | Clapboard Ad Archive

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Going Wild, Metal Fan, Egbert - Mobile Vikings | Clapboard Ad Archive

Mobile Vikings’ 2017 campaign Going Wild, Metal Fan, Egbert, created with Mortierbrigade for the Electronics and Technology market, captures the restless pulse of the brand’s demographic by spotlighting users who embody boldness, individuality, and a deep connection to contemporary urban lifestyles. Set in a Belgian context and brought to life through a TV spot produced by Ristretto, the campaign trades traditional telecommunications tropes for a curated window into the worlds of expressive characters — the kind of metal fans, creative spirits, and spirited individuals who define Mobile Vikings’ user base. The work aligns with what Clapboard’s taxonomy designates as FORMAT#10—Associated User Imagery, a technique that foregrounds aspirational and relatable user personas rather than narrative exposition or overt product demonstration. The creative approach leverages vivid cinematography, energetic edits, and an audacious soundscape to immediately immerse viewers in the energy and freedom Mobile Vikings promises, reinforcing the brand as more than a service provider and instead as an enabler of self-expression and community. In contrast to problem-solution or celebrity-led formats, Mortierbrigade’s focus is on translating the lived realities and passions of real users into the brand’s communications, helping to cement Mobile Vikings’ identity as a champion of tech-savvy consumers who value not just connectivity, but the sense of belonging and uncensored individuality that comes with it. This campaign’s English-language presentation and modern sensibility extend its relevance beyond language barriers, ensuring resonance with a broader, digitally native audience that is highly visual, socially connected, and drawn to brands that reflect their values. The decision to eschew narrative arcs or rote testimonials in favor of stylised vignettes underlines Mortierbrigade’s understanding of how today’s audiences engage with media — preferring authentic, visually led expression over heavy-handed messaging or didactic storytelling. Clapboard rates this 59/100. In demonstrating that user representation and cultural alignment are increasingly central to effective technology marketing, this campaign underscores how brands can build strong emotional equity by reflecting — rather than dictating — the identities of the communities they serve.

Credits

Client

Mobile Vikings

Agency

Mortierbrigade

Creative Director

Jens Mortier, Joost Berends, Philippe De Ceuster

Creative

Jutta Callebaut, Girbe Bogaerts

Strategic Planner

Dorien Mathijssen

Producer

Eline Rousseau, Lies Bronselaer

Pr Manager

Anne-Cecile Collignon

Production House

Ristretto

Director

Benny Vandendriessche

Music

Geluidshuis

Category Mind Map

48%

The "Going Wild, Metal Fan, Egbert" campaign by Mobile Vikings, created by Mortierbrigade in 2017, underscores the brand’s proposition of empowering users to live authentically and freely through reliable, flexible mobile connectivity. Positioned within Belgium’s competitive telecommunications market, Mobile Vikings aims to differentiate itself by appealing to consumers who value self-expression and an active, unconventional lifestyle. The campaign’s narrative and visual elements embrace individuality and spontaneity, aligning the brand with a sense of personal freedom enabled by technology. Strategically, the campaign leverages a performance-driven approach that combines authentic storytelling with a focus on the practical benefits of Mobile Vikings’ services. By featuring relatable characters in dynamic, real-world scenarios, it connects with a younger, digitally savvy demographic that prioritizes seamless communication on their own terms. The creative angle emphasizes the brand as an enabler rather than just a service provider, embedding the product within the context of life’s vibrant moments. This insight into consumer behavior—seeking mobile solutions that support rather than restrict lifestyle choices—guides both the message and execution, enabling Mobile Vikings to carve a distinct niche in the Internet and technology landscape. The use of film media serves to vividly portray the interplay between identity and connectivity, reinforcing the brand’s value proposition of living life unhindered through technology.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign, titled "Going Wild, Metal Fan, Egbert" for Mobile Vikings, fits best as ASSOCIATED USER IMAGERY because it centers on showcasing vivid user personas—like a "Metal Fan" and presumably others—living out bold, expressive lifestyles enabled by Mobile Vikings’ service. The absence of a clear narrative arc, problem-solution framing, or testimonial structure, combined with the label "Performance" and campaign positioning ("Live your life with Mobile Vikings"), suggests the ads celebrate and associate the product with energetic, relatable users rather than focusing on storytelling, symbolism, or celebrity. This aligns with using representative, aspirational imagery to connect with the target digitally-savvy audience.

1. Proximus – Market Positioning Proximus is Belgium’s leading telecommunications operator, positioning itself as a premium provider offering extensive network coverage, reliable service, and comprehensive bundled solutions combining mobile, internet, and TV. It targets both consumers and businesses with a focus on innovation, quality, and digital transformation, emphasizing customer service and advanced technology. 2. Orange Belgium – Market Positioning Orange Belgium differentiates itself through competitive pricing combined with a strong focus on customer experience and digital services. It leverages the global Orange brand to emphasize connectivity, simplicity, and flexibility, targeting younger demographics and urban consumers who value data-centric plans and integrated mobile-internet offers. 3. BASE (Telenet Mobile) – Market Positioning BASE, owned by Telenet, positions itself as a value-oriented operator providing affordable and straightforward mobile plans without complicated contracts. It appeals mainly to cost-conscious consumers and young users by offering transparent pricing, flexible prepaid options, and strong integration with fixed broadband services. 4. Lycamobile – Market Positioning Lycamobile captures the niche market of immigrant and multicultural communities by providing low-cost international calling and roaming solutions. It differentiates itself through highly competitive international rates, simplicity, and the convenience of prepaid mobile services designed to keep users connected worldwide. 5. Scarlet – Market Positioning Scarlet positions itself as a discount telecommunications provider offering no-frills, affordable mobile and internet services primarily targeting price-sensitive customers. It leverages simplicity, competitive tariffs, and transparency, appealing especially to users who want reliable connectivity without paying for premium features or extras.

Q: What is Going Wild, Metal Fan, Egbert about? A: Going Wild, Metal Fan, Egbert is a professional campaign launched in Belgium in 2017 for Mobile Vikings, created by the agency Mortierbrigade. This film-based campaign was designed for the Electronics and Technology sector, aiming to capture the energetic and youthful spirit of the Mobile Vikings brand. Through a series of visually engaging TV spots produced by Ristretto, the campaign showcases dynamic user personas—such as a metal fan and others—living boldly and authentically, reflecting the brand’s commitment to enabling freedom and individuality through mobile connectivity. Q: What creative device does Going Wild, Metal Fan, Egbert use? A: Going Wild, Metal Fan, Egbert employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on presenting relatable and aspirational user profiles that the target audience can identify with or aspire to emulate. Rather than following a traditional narrative or testimonial structure, the campaign uses vivid depictions of expressive lifestyles to forge a direct connection with digitally savvy consumers, positioning Mobile Vikings as a brand that empowers individuality and authentic self-expression. Q: What is the campaign proposition for Going Wild, Metal Fan, Egbert? A: The campaign proposition for Going Wild, Metal Fan, Egbert positions Mobile Vikings as an enabler of authentic, free-spirited living through reliable and flexible mobile connectivity. Targeting a younger, tech-oriented demographic in Belgium’s competitive telecommunications market, the campaign underscores the brand’s alignment with consumers who value self-expression and an active lifestyle. By embedding the product within real-world, energetic scenarios, Mobile Vikings differentiates itself as more than a service provider—emphasizing its role in supporting customers’ passions and individuality through technology. Q: How does Going Wild, Metal Fan, Egbert rank in Clapboard's archive? A: Going Wild, Metal Fan, Egbert holds a Clapboard Campaign Score of 59/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Mobile Vikings's category? A: In the Belgian telecommunications market, Mobile Vikings competes with several key brands. Proximus leads as a premium provider with extensive coverage and bundled digital solutions, while Orange Belgium focuses on competitive pricing and a strong digital experience for younger, urban consumers. BASE, under Telenet, appeals to cost-conscious users with affordable, flexible plans, and Lycamobile serves multicultural communities with low-cost international calling. Scarlet positions itself as a discount operator, offering straightforward, no-frills connectivity for price-sensitive customers.