| Title | BELGIUMIZEME |
| Brand | KBVB-URBSFA (ROYAL BELGIAN FOOTBALL ASSOCIATION) |
| Product/Service | NATIONAL FOOTBALL TEAM |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
BOONDOGGLE Leuven, BELGIUM
|
|
Advertising Agency
|
BOONDOGGLE Leuven, BELGIUM
|
Credits
| Niels Schreyers |
BOONDOGGLE |
Creative Director |
| Dieter Vanhoof/Bout Holtof |
BOONDOGGLE |
Creative Team |
| Karel/Jan Van Haute |
BOONDOGGLE |
Multimedia Developer |
| Sven Verfaille |
BOONDOGGLE |
Graphic Designer |
| Frederik Cuyvers |
BOONDOGGLE |
Campaign Manager |
| Peter Verbiest |
BOONDOGGLE |
Strategic Director |
| Bob Madou |
KBVB/URBSFA ROYAL BELGIAN FOOTBALL ASSOCIATION) |
Business Director |
Creative Execution
The Belgian Red Devils gladly adopted all non-Belgians as new fans. We created “Belgiumize Me”, a web app that invited foreign football fans to cheer for our national team at the World Cup by turning their names into a Belgian one. This meant that Ricky Gervais was able to support us as his Belgian alter ego, Rudy Goossens. A share-button made it possible for the new Red Devil football fans to share their new name with the world.
Belgiumize Me was launched on Twitter and reached 8.7 million users in just 2 days. It scored nationally as well as internationally. In fact, 372,398 foreigners became a little bit Belgian. In addition to that, the campaign generated a great deal of media attention, ranging from the national news to foreign newspaper coverage.
In conjunction with the Royal Belgian Football Association and the Belgian Red Devils, we’ve built a strong fandom over the past couple of years. As Vincent Kompany said himself, “Our fans and their support are crucial to winning matches”. Now, Belgium has a population of just over 11 million people, while some of our opponents in the World Cup, such as USA, have a mere 317 million! So the Belgian Red Devils could always use some extra fans to cheer for our national team.