Winners & Shortlists

PROUD OF BELGIAN BEERS

TitlePROUD OF BELGIAN BEERS
BrandVLAM - BELGIAN BREWERS
Product/ServiceBELGIAN BEER
Category D01. INTEGRATED CAMPAIGN LED BY PR
Entrant Company DDB BRUSSELS, BELGIUM
Advertising Agency DDB BRUSSELS, BELGIUM
Media Agency MINDSHARE Brussels, BELGIUM
Production Company SPUTNIK Kessel-Lo, BELGIUM
Credits
Name Company Position
Peter Ampe DDB Brussels Executive Creative Director
Patrick Glorieux/Peter Ampe DDB Brussels Concept Team
Rom/John DDB Brussels Creative Team
Danny Vissers 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.