| Title | #ALLTOGETHER |
| Brand | KBVB-URBSFA (ROYAL BELGIAN FOOTBALL ASSOCIATION) |
| Product/Service | NATIONAL FOOTBALL TEAM WORLDCUP 2014 |
| Category |
A04. USE OR INTEGRATION OF USER-GENERATED CONTENT |
|
Entrant Company
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BOONDOGGLE Leuven, BELGIUM
|
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Contributing Company
|
BOONDOGGLE Leuven, BELGIUM
|
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Production Company
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BONKA CIRCUS Leuven, BELGIUM
|
Credits
| Bob Madou |
KBVB/URBSFA ROYAL BELGIAN FOOTBALL ASSOCIATION) |
Business Director |
| Niels Schreyers/Odin Saillé |
BOONDOGGLE |
Creative Directors |
| Dieter Vanhoof/Bout Holtof |
BOONDOGGLE |
Creative Team |
| Peter Verbiest |
BOONDOGGLE |
Strategic Director |
| Inge Vander Velpen |
BOONDOGGLE |
Managing Director |
| Frederik Cuyvers |
BOONDOGGLE |
Campaign Manager |
The Campaign
Branded content can freely be broadcasted through digital channels as facebook, youtube, a
brand's own website. General regulations apply regarding copyrights and advertising.
Results
CHALLENGE & OBJECTIVES
In conjunction with the Royal Belgian Football Association and the Belgian Red Devils, we've built a strong fandom for the national football team over the past couple of years.
The Belgian Red Devils finally qualified for the World Cup, all thanks to the massive support of the whole nation. Unfortunately, the Brazilian stadiums didn’t have 11 million seats. So how could our national team feel the support of its fans 9,000 km away from home? How could we get that magical power of ”the twelfth player” in Brazil during the World Cup to support the team?
STRATEGY & EXECUTION
That’s why we came up with the #tousensemble (=#alltogether) postcards. Belgian Red Devils fans were able to encourage their heroes by writing personal messages on the #tousensemble (=#alltogether) postcards, which were sent free of charge to the players’ hotel in Brazil.
The postcards where distributed through 5000 pubs and all post offices. Every household also found one in their letterbox. With these postcards, a message from every fan was able to make its way to Brazil.
Every day during the World Cup 2014 - except matchdays, the Belgian Red Devils responded to those personal messages through youtube-video messages, broadcasted from a temporary studio we created at their hotel.
Some lucky fans even received a postcard and surprise back.
Belgian Red Devils fans were able to encourage their heroes by writing personal messages on the #alltoegehter-postcards, which were sent free of charge to the players’ hotel in Brazil.
The postcards where distributed through 5000 pubs and all post offices. Every household also found one in their letterbox. Every day during the World Cup 2014 - except matchdays, the Belgian Red Devils responded to those personal messages through youtube-video messages, broadcasted from a temporary studio we created at their hotel.
Those videos were promoted via the reddevils own digital channels: youtubechannel, facebook, twitter. National media picked some of them up and aired them through national tv-channels.
One out of 50 Belgians travelled to Brazil by postcard: our national team received almost 200.000 high fives, kisses and best wishes.
The most popular "response"-videos from the Belgian Red Devils were seen by more than 100.000 viewers and one video even got more than 200.000 views.
"#tousensemble (=#alltogether) became a general hashtag for promoting the fandom and togetherness regarding the Belgian Red Devils.