| Title | PROUD OF BELGIAN BEERS |
| Brand | VLAM - BELGIAN BREWERS |
| Product/Service | BELGIAN BEER |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
MINDSHARE Brussels, BELGIUM
|
|
Production Company
|
SPUTNIK Kessel-Lo, BELGIUM
|
Credits
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Danny Vissers |
DDB Brussels |
Copywriter |
| Rom/John |
DDB Brussels |
Creative Team |
| Jonathan D'oultremont |
DDB Brussels |
Copywriter |
| Dominique Poncin |
DDB Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Francis Lippens |
DDB Brussels |
Account Director |
| Kaat De Brandt |
DDB Brussels |
Account Manager |
| Geert Desager |
Ddb Brussels |
Head Of Digital |
| Brigitte Verduyckt |
DDB Brussels |
Tv Producer |
| Bert Gybels |
DDB Brussels |
Community Manager |
| Andreea Buescu |
DDB Brussels |
Web Design Lead |
| Christophe Liekens |
DDB Brussels |
Graphic Designer |
| Marina Sablon |
VLAM |
Production Manager |
Results and Effectiveness
The amount of Facebook fans increased with a staggering 3800%.
Our Facebook community grew to 34.000 fans in less than 2 weeks time.
Up until now we tracked compliments coming from 366 cities in 28 different languages.
The media attention generated by our campaign, incited the government to submit Belgian beer culture to the UNESCO world heritage list.
The campaign-effect on Belgians :
• 53% now feels more proud about Belgian beer.
• 36% more people bring beer instead of wine to a dinner party
• 33% say they drink more often Belgian Beer
Creative Execution
The campaign was built up in 2 phases. Phase one made Belgium rediscover the foreign success of Belgian beer. A special app on Facebook gathered all online compliments that were given to Belgian beer around the world.
In order to rekindle the pride for Belgian beers we shot 3 short films on foreign Belgian Beer enthusiasts in the USA, China & France. Short versions were aired as commercials on Belgian TV. The long versions were promoted via YouTube & Facebook. Enlarging our audience and their engagement tremendously for phase two.
In this second phase we gave Belgians the tools to demonstrate their newfound pride. We turned the national flag into a national beer flag. Just by adding white foam, the yellow part now looks like a fresh pint of beer. Belgians could buy the flag on the online shop, alongside special tasting glasses. A call was launched to personalize coasters, another way for Belgians to demonstrate their newfound pride.
Insights, Strategy and the Idea
For years beer consumption rates are dropping in Belgium. People in Belgium tend to perceive Belgian beer merely as a commodity. For special occasions more and more Belgians prefer (sparkling) wine. Challenge : Belgian beer is famous around the world but Belgians didn't realize it (yet).
We came up with the following insight: In a tiny country like Belgium, you first need to become successful abroad before you get recognition in Belgium. Our campaign was built around the leveraging of existing foreign enthusiasm for Belgian beer, to stimulate national pride for Belgian beer.