News Navigation

To Claim Fast Internet for All, VOO Telecom Turns the Infamous Buffering Wheel into a New Medium

Press Release - Brussels , 15 November 2018

Data shows that over 50% of people experience “buffer rage” every day. A state of uncontrollable anger induced by the interruption of online content or streaming video due to slow internet speed. 34% of respondents even suffer more from buffer rage than road rage.

Indeed, when it comes to the internet, our needs (and expectations) are growing exponentially, and nowadays, we all consider a fast internet connection to be perfectly normal. Well, so does VOO Telecom, for whom offering ultra-fast internet has always been a priority.

So, in order to bring all Belgians up to speed when it comes to their ever-increasing use of digital devices, VOO has launched an ambitious project named “La Vitesse Pour Tous” (“Fast Internet for All.”)

The kick-off of the project is a world’s first. In collaboration with a selection of media, VOO hijacked the most frustrating symbol of the slow internet connection: the infamous buffering wheel that appears when a video takes time to load.

Indeed, by adapting the code behind the loading screens of news sites and streaming services, VOO added a new message: “Load up to 2 times faster with VOO.”

So, by transforming a frustration into a solution, VOO turns the actual buffering wheel into a new advertising medium.

And what about VOO clients?

Well, with an internet speed that is up to twice faster, the chance of them seeing this advertising message is virtually reduced to zero. It's only when you're confronted with the problem that we'll confront you with the solution!

By doing this, VOO wants to encourage people to question their current speed. And that’s why the platform was set up. A website where all Belgian households can find out what their specific internet needs are and verify if their internet connection answers these needs. If it doesn't, they know who they can turn to.

Further supported by a multimedia campaign in TV, radio and outdoor, VOO's claim of “Fast Internet for All” is going full speed ahead.

Watch the film:



Agency: Happiness Brussels


Client: VOO

Christophe Segaert (Vice President Consumer Market (B2C))

Aline Hoffmann (Brand & Marketing Communication Director)

Delphine Lenel (Head of Advertising)

Jessica Demeer (Chef de Projet Advertising)

Jacques Ohn (Media & Budget Manager)

Sophie Neirynck (Head of Online Communication)


CEO: Karen Corrigan

Chief Creative Officer: Geoffrey Hantson

Creative Director: Philippe Fass

Creatives: Toon Vanpoucke, Morgane Choppinet

Strategic Director: Isabelle Koelman

Group Account Director: Pascal Kemajou

Account Manager: Sophie Glotz

Media Agency: Vizeum (Laurent Lejeune, Sabrina Van Cutsem, Laurie Habousha)

Coding: Digiteka



About Happiness

Happiness, an FCB alliance, is a creative connectivity agency based in Brussels, Belgium and Saigon, Vietnam. The agency is well-known to design-connected brands that trigger emotions that trigger business. The very multicultural crew of Happiness has won numerous awards, including Grand Prix at the Cannes Lions and Eurobest. Some of their work is even featured in the V&A Museum London. The agency believes in the power of creativity, the power of humanity and in happiness, that fuels both. Happiness Brussels currently works for Quick (Burger King), Belfius, Toyota, Tuborg, Parents of Road Victims, (Belgium’s biggest classified ads platform), DVV Insurances, Nivea, Labello, Hansaplast, Eucerin, Somersby and Carlsberg.