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Telenet Play More Brings Belgian Entertainment Home in Film
Telenet's 'Play More' campaign is a film-medium advertisement created by TBWA Brussels and published in Belgium in December 2016, promoting Telenet's premium entertainment subscription tier to Belgian households seeking richer, more connected home viewing experiences.
Telenet is Belgium's leading cable and digital entertainment provider, operating in a market where pay-TV competition and shifting consumer expectations around on-demand content have steadily intensified. The 'Play More' product sits at the top of Telenet's consumer entertainment stack, offering expanded channel access, enhanced on-demand libraries, and a modernised user interface. The December 2016 film campaign arrived at a strategically significant moment: according to Telenet's own published figures on Www2 Telenet Be, the company reported 340,700 Play More customers as of September 30, 2016, with Play and Play More packages recording a combined 39% year-over-year growth rate by that same quarter. The campaign's timing placed it squarely in the Belgian holiday season, when household entertainment decisions carry particular commercial weight.
The campaign consists of a single media asset — one film — a creative economy that concentrates all storytelling weight into a single cinematic moment rather than distributing it across multiple executions. TBWA Brussels, the agency behind the work, brought an established relationship with Telenet to the brief, having previously produced award-winning work for the brand including the 'King and Kong' mobile campaign, which according to Effiebelgium Be won a Gold Effie and a Measurement of Effectiveness Award in 2013. The 'Play More' film extends that lineage into the entertainment category, using the film medium to position the platform not as a technical product but as a domestic experience. Clapboard has assigned this campaign a score of 58 out of 100, reflecting competent craft within a conventional strategic framework.
Telenet operates in a highly competitive Belgian telecommunications and pay-TV landscape. Its principal competitor in the Flemish market is Orange Belgium, which according to Corporate Orange Be has consistently invested in convergent entertainment and mobile offers targeting similar household demographics. Against that backdrop, the 'Play More' campaign's strategic rationale centres on emotional differentiation rather than feature comparison — a choice that reflects broader industry thinking about how premium entertainment tiers earn household loyalty beyond price and specification.
The consumer insight driving 'Play More' connects to a well-documented shift in Belgian media consumption. As streaming platforms including Netflix expanded their Belgian footprint through 2015 and 2016, incumbent pay-TV providers faced mounting pressure to reassert the value of curated, managed entertainment experiences. Telenet's response was to relaunch the Play More service with a new interface, improved search and recommendations, and revised content packaging, as documented on www2.telenet.be. The December 2016 film campaign served as the public signal of that relaunch, asking audiences to see Play More not as a cable tier but as an invitation to inhabit their leisure time differently. The phrase 'play more' functions as both a product name and a behavioural prompt — a compact strategic double movement that gives the film its emotional direction without requiring explanatory copy.
TBWA Brussels brought demonstrable effectiveness credentials to this brief. The agency's prior 'King and Kong' campaign for Telenet, which according to effiebelgium.be was active from mid-2012 and recognised in the 2013 Effie Belgium award cycle, established a template for translating Telenet's product architecture into accessible, characterful consumer communication. The 'Play More' film inherits that appetite for personality while shifting the register from product-led clarity toward experiential warmth, reflecting the different nature of the entertainment category versus the mobile tariff category the earlier campaign addressed. In Belgium, where household broadband and pay-TV penetration is among the highest in Europe, campaigns that speak to the quality of the at-home experience rather than mere connectivity resonate with an already-connected audience making choices about which connected experience feels most rewarding.
The 'Play More' film operates as a single self-contained creative unit. Production credits for the 'Play More' campaign are not publicly documented in any retrieved press, trade, or industry source, including adsoftheworld.com where the campaign is archived. The absence of credited individuals is itself a data point: the campaign was submitted to the Ads of the World archive without director, creative director, or production company attribution, which was not uncommon for Belgian market campaigns of this period that were produced for domestic broadcast rather than international award entry.
What the archived film record does establish is the choice of medium itself as a creative statement. Film remains the highest-reach format available to Belgian advertisers in a December scheduling window, when national broadcast audiences peak around family and household viewing occasions. Choosing a single film asset rather than an integrated multi-format campaign concentrates the brand's storytelling investment in one moment of maximum potential exposure. The 'play more' creative platform lends itself naturally to film as a medium: the invitation to spend more time in pleasurable viewing is demonstrated, in real time, by the act of watching the advertisement itself — a reflexive quality that competent entertainment brand advertising frequently exploits.
TBWA Brussels has an established reputation for character-driven, warmly humorous Belgian consumer communication, visible across its Telenet work from the Gold Effie-winning 'King and Kong' campaign through to later executions including the 'Freestyler 2019' campaign documented on Press Telenet Be. Within that body of work, the 'Play More' film sits at a transitional moment — moving the brand's consumer voice from mobile tariff simplicity toward entertainment lifestyle aspiration. The single-asset format suggests a campaign built for television-first deployment, consistent with Telenet's own distribution strengths and its interest in demonstrating Play More's premium content offer inside the medium that offer is designed to enhance.
No campaign-specific sales lift, advertising effectiveness study, or independently verified attribution data for the 'Play More' film is publicly available. No recognition for this campaign was found across Cannes Lions, Effies, The One Show, D&AD, Clios, Webby Awards, or WARC databases. The campaign was not reviewed in Campaign, Ad Age, Adweek, The Drum, or Contagious, and no attributed commentary from agency or client leadership has been retrieved from any public source.
The broader business context, however, provides meaningful structural evidence. According to www2.telenet.be, Telenet reported 358,000 combined Play and Play More subscribers at December 31, 2016, representing a 20% year-on-year increase. That figure follows the September 2016 data point — also published on www2.telenet.be — of 340,700 Play More customers and 39% combined package growth in the nine months preceding the campaign's December launch. The campaign therefore entered the market at the trailing edge of a strong growth cycle, functioning as a consolidation and awareness investment rather than a recovery vehicle. In that structural role, a single well-deployed film in peak Belgian broadcast season is a rational and proportionate creative choice.
Clapboard's score of 58 out of 100 for 'Play More' reflects this calibration. The campaign demonstrates competent strategic alignment and appropriate medium selection for the Belgian market and the December 2016 window, but its single-asset footprint, absence of documented awards recognition, and limited press amplification constrain the score. The work is effective within its defined scope — a domestic Belgian television film supporting a product relaunch in a growing category — without reaching the creative or effectiveness benchmarks that would place it among the more celebrated Belgian advertising of its era.
Telenet's 'Play More' is a film campaign created by TBWA Brussels and published in Belgium in December 2016. It promotes Telenet's premium entertainment subscription tier. The campaign comprises one media asset and positions the Play More service as an invitation to richer, more rewarding at-home viewing, as archived on Ads of the World.
TBWA Brussels created the Telenet 'Play More' campaign. The agency has a longstanding relationship with Telenet in the Belgian market, previously producing the 'King and Kong' mobile campaign, which according to effiebelgium.be won a Gold Effie in 2013. The 'Play More' film extends that creative partnership into the entertainment category.
Telenet reported 358,000 combined Play and Play More subscribers at December 31, 2016, according to www2.telenet.be. That figure represents a 20% year-on-year increase. As of September 30, 2016, Play More alone had 340,700 customers, with combined Play and Play More packages recording 39% year-over-year growth, also per www2.telenet.be.
No verified awards were found for Telenet's 'Play More' campaign. Searches across Cannes Lions, Effies, The One Show, D&AD, Clios, Webby Awards, and WARC returned no recognition for this specific film. The campaign was not reviewed in major trade publications including Campaign, Ad Age, Adweek, The Drum, or Contagious.
Clapboard assigned 'Play More' a score of 58 out of 100. The score reflects competent strategic alignment and appropriate medium selection for the Belgian December 2016 broadcast market, offset by the campaign's single-asset footprint, absence of documented awards recognition, and limited trade press amplification beyond its Ads of the World archive listing.
TBWA Brussels has produced multiple Telenet campaigns across different product categories. The 'Play More' film follows the Gold Effie-winning 'King and Kong' mobile campaign from 2012 to 2013, per effiebelgium.be, and precedes the 'Freestyler 2019' campaign documented on press.telenet.be. 'Play More' marks a tonal shift toward entertainment lifestyle positioning within that body of work.
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