KPN
success story
Executive summary
KPN, the Netherlands' largest telecommunications provider, markets a complex portfolio of services and third-party brands, including Samsung and Apple, each with strict brand and ad specifications. Managing creative production across two agencies (Dentsu Achtung for creative development and Greenhouse GroupM for online translation) meant multiple handovers, a high risk of errors, and slow lead times. By implementing Cape.io's Template Designer, KPN brought all stakeholders into a single unified platform, giving Greenhouse GroupM the autonomy to build and customise templates independently, while KPN retains full transparency, brand control, and faster turnaround across every campaign.
Challenge
KPN serves millions of customers across the Netherlands, offering a comprehensive range of communication and digital services, including fixed and mobile telephony, internet, and TV.
They collaborate with two agencies, and Cape.io as their innovation partner, to effectively scale campaigns for all their solutions.
KPN markets prominent brands like Samsung and Apple that require strict adherence to their brand identities. The diverse array of services and the strict advertising specifications result in highly specific ads, which are prone to errors and time-consuming when crafted manually.
Moreover, KPN aimed to regain transparency, control and establish shorter lead times. This proved to be complex due to numerous stakeholders, including creative Dentsu Achtung and media agency Greenhouse GroupM.
Achtung is responsible for creative development, while GroupM undertakes the task of translating these creatives into online versions for display and social ads. The previous workflow entailed multiple handovers before reaching the final outcome.
Solution
Cape Creative Automation provided a tailored environment for all KPN stakeholders, facilitating seamless creation, publishing and communication within a unified platform.
KPN now uses Template Designer for all their creatives. Greenhouse GroupM can autonomously create and customize templates across various channels and formats while KPN retains full transparency and control.
Cape.io’s template designer ensures KPN's creative automation by adhering to brand guidelines and specific ad and brand specifications.
Results
This set-up empowers KPN to effortlessly generate, amplify, and deliver all-round campaigns while adhering to very particular ad and brand specifications.
The automated workflow has minimized handovers and errors, allowing more time for optimization, and fostering efficient collaboration among all stakeholders. Greenhouse now independently crafts templates and swiftly incorporates KPN's feedback, resulting in rapid turnover times. As a result, the role at KPN has transformed from that of a designer to that of a project manager.
KPN
Telco
Headquarters
Rotterdam, Netherlands
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Creative Agencies
