Melle Bloemer
Projects
Tele2 — Lijn 5G
A scripted comedy series that turned a telecom campaign into entertainment people actually watched.
Branded entertainment · Gen Z · YouTube
Towel Media · 2019
Role
Concept creative
Outcome
The campaign showed how a brand message can travel further when it behaves like culture instead of advertising.
Company
Towel Media
Type
Campaign
Branded entertainment
YouTube series
Year
2019
For Tele2, the challenge was to reach a younger audience without making another telecom ad. The answer was Lijn 5G: a scripted comedy format made for YouTube, designed to be watched as entertainment first. I helped develop the concept and format. The series generated over 1M organic views, reached #1 on YouTube Trending, and was described by multiple outlets as the first Dutch branded fiction YouTube series.
Why it matters
The campaign showed how a brand message can travel further when it behaves like culture instead of advertising.
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