Title | #ALLTOGETHER |
Brand | KBVB-URBSFA (ROYAL BELGIAN FOOTBALL ASSOCIATION) |
Product/Service | NATIONAL FOOTBALL TEAM WORLDCUP 2014 |
Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
Entrant Company
|
BOONDOGGLE Leuven, BELGIUM
|
Advertising Agency
|
BOONDOGGLE Leuven, BELGIUM
|
Production Company
|
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 Brief
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?
Creative Execution
The campaign was the perfect solution to bring as many fans as possible as close as possible to their national football team during the World Cup 2014.
The physical aspect of the postcard made the connection between the fan and his team tangible and personal. And because the personal messages were sent on physical postcards, the support from the Belgian fans was very present to the team under the form of dozens of mailbags. Our national team made it to the quarter finals, and part of this achievement was certainly due to the fans, as Vincent Kompany said himself, 'Our fans and their support are crucial to winning matches'.
Describe the creative solution to the brief/objective.
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.
Results
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.