What better way to tell people to ‘do their thing’ than by bringing together two rebels of the Belgian music scene and letting them do their thing with one of the most iconic French songs? That’s exactly what Telenet asked Zwangere Guy and Arno to do with Édith Piaf’s ‘Non, je ne regrette rien’ for its latest YUGO campaign, a not so typical campaign aimed at the digital rebels of today. And to create a real movement, Telenet even organized a ‘songraiser’ where it donated money to three good causes every time the song was played on YouTube.
Whether you are a (new) challenger or a known leader, these days the winner takes it all. All the more so marketing and communications play a crucial role in defending or winning marketing share.
