Ziggo
To launch its new ‘the everything network’ positioning, Ziggo turned its Q1 TVC into an AI-powered Lens that put Snapchatters at the centre of multiple scenes. The Lens-led campaign lifted Ad Recall by 10 points, Brand Favourability by 4 points and Action Intent by 2 points.
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Taking the Snap Route
With the launch of its new ‘the everything network’ positioning, Ziggo set out to reach and engage multiple target audiences. Snapchat played a key role in the campaign, offering a camera-first environment where different audiences could connect with the brand through self-expression, participation and sharing. By turning its TVC into an interactive, AI-powered Lens, Ziggo made Snapchatters part of the story—not just viewers of it—and created a social experience designed to be played with, personalised and shared.
From AR to Action
Rather than repurposing its TVC as a standard social ad, Ziggo became one of the first advertisers to build around Snap’s AI Lens format. The Lens made Snapchatters the heroes of multiple AI-generated scenes inspired by the TVC, positioning Ziggo as the network that works for you, so you can connect to everything you love. People could step into the creative, personalise the story and share it—turning a linear brand message into a participatory experience. The approach created a repeatable model for Q2 ‘ The Connectivity Network’ and Q3 ‘The Sports Network’.
Connecting to Commercial Performance
Measuring impact for Ziggo, Snapchat conducted a Brand Lift Study evaluating Ad Recall, Brand Favourability, and Action Intent among exposed and control groups.
More specifically, Ad Recall increased by 10 percentage points, Brand Favorability by 4 percentage points, and Action Intent by 2 percentage points. The Lens experience drove strong engagement, with playtime reaching 15.44 seconds, outperforming the category’s benchmark range.
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