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As a telecom provider that does things differently, Ben is fully aware of the fact that mobile phones have downsides too. 71% of Dutch people experience stress from the non-stop stream of notifications from their phones. All those messages distract them from what really matters in life – which was not how it was meant to be.



Ben #underyourthumb. With its usual tongue-in-cheek flair, Ben makes people aware of the stress that their phone notifications cause. Ding, ding, ding – it never ends.

That’s why Ben shows you how simple it is to keep your phone #underyourthumb. The wide-ranging campaign includes a thematic video, PR, a real stress expert, influencers, outdoor activation and radio.


This campaign is still ongoing. The first results are very encouraging.