Title	PROUD OF BELGIAN BEERS
Brand	VLAM - BELGIAN BREWERS
Product/Service	BELGIAN BEER
Category	A01. CORPORATE REPUTATION & COMMUNICATION
Entrant Company	DDB BRUSSELS, BELGIUM
Advertising Agency	DDB BRUSSELS, BELGIUM
Media Agency	MINDSHARE Brussels, BELGIUM
Production Company	SPUTNIK Kessel-Lo, BELGIUM

Name	Company	Position
Peter Ampe	DDB Brussels	Executive Creative Director
Danny Vissers	DDB Brussels	Copywriter
Rom/John Rom/John Peter Ampe	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
Christophe Liekens	DDB Brussels	Graphic Designer
Andreea Buescu	DDB Brussels	Web Design Lead

The Campaign

We leveraged existing foreign enthusiasm for Belgian beer, to stimulate national pride for Belgian beer. In order to rekindle the pride for Belgian beers we shot 3 short films on foreign Belgian Beer enthusiasts in the USA, China & France. Our main objective was to grow enthusiasm for Belgian beer…in Belgium. For years the beer consumption rates were in decline, Belgian beer was seen as a commodity and drinks like cava were chosen over a fresh pint. The insight for our campaign: in a tiny country like Belgium, you first need to become successful abroad before you get recognition in Belgium. We noticed Belgian beer being famous around the world but Belgians didn't realize it (yet).

The Brief

For years the beer consumption rates were in decline, Belgian beer was seen as a commodity and drinks like cava were chosen over a fresh pint. Our main objective was to grow enthusiasm for Belgian beer…in Belgium.

Results

All national media (tv, radio, newspapers and online media) reported on the campaign with a value over € 370 000 at the start of the campaign and still growing. We hit a Facebook record. According to the people of the Facebook HQ in Dublin the ‘Proud of our beers’ - campaign was the fastest growing fan page-campaign ever. Our Facebook community grew to 34.000 fans in less than 2 weeks time. The amount of Facebook fans increased with a whopping 3800%. Up until now we tracked 12 000 compliments coming from 366 cities in 28 different languages. The campaign-effect on Belgians (post test via iVOX): • 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

Execution

The campaign consisted of 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.

The Situation

• Beer consumption rates are dropping rapidly in Belgium. • For special occasions a growing number of Belgians chooses wine and cheap foreign cava. • People in Belgium tend to perceive Belgian beer merely as a commodity

The Strategy

The insight for our campaign: in a tiny country like Belgium, you first need to become successful abroad before you get recognition in Belgium. We noticed Belgian beer beeing famous around the world but Belgians didn't realize it (yet). We leveraged existing foreign enthusiasm for Belgian beer, to stimulate national pride for Belgian beer.