| Title | BEST OF BELGIAN FOOTBALL |
| Brand | ROYAL BELGIAN FOOTBALL ASSOCIATION |
| Product/Service | FOOTBALL |
| Category |
G01. Social for Mobile |
|
Entrant Company
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BOONDOGGLE Leuven, BELGIUM
|
|
Advertising Agency
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BOONDOGGLE Leuven, BELGIUM
|
|
Production Company
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PARTLY FICTION Hasselt, BELGIUM
|
Credits
| Inge Vander Velpen |
Boondoggle |
Managing Director |
| Odin Saillé |
Boondoggle |
Creative Director |
| Niels Schreyers |
Boondoggle |
Creative Director |
| Frederik Cuyvers |
Boondoggle |
Account Director |
| Dieter Vanhoof |
Boondoggle |
Creative Director |
| Bout Holtof |
Boondoggle |
Copywriter |
| Monica Cambon |
Bonka Circus |
Producer |
| Jesse Wynants |
Boondoggle |
Digital Creative Director |
| Tim Borguet |
Boondoggle |
Strategy |
| Peter Verbiest |
Boondoggle |
Strategic Director |
| Vincent Depoortere |
Boondoggle |
Managing Director |
Creative Execution
Using a tailor-made application, we created a new league, the Best of Belgian Football (BBF), to make football even more fun! We asked fans, players and refs to give each football match a unique match score for mutual respect, ambience and spectacle. Match scores counted for both teams. This resulted in weekly rankings in our new league, a score per game, featuring all the first teams, from fourth provincial to 2nd league, with extra value for the winner of every ranking and even articles in the paper.
1 month after the launch, the app had been downloaded some 500,000 times. And it didn't end there: so far people have checked in 393,478 times, they've marked a team as their favourite 450,470 times, players 333,004 times, and they've submitted 83,883 final scores.
Fans and players created unique events to boost the BBF score of their teams.
With BBF you become the champions by having the most fun, not by beating your rivals.
All this transformed the attitude towards Belgian football with all involved.
Belgian Football was experiencing severe issues:
_Violence against referees at an ultimate high.
_Recruiting people to become referees is difficult.
_A growing number of incidents near the pitch.
We turned these negative football associations into positive ones.
With an online community that could change attitudes and turn rivalry into courtesy.
Instead of developing an awareness campaign, we choose to develop technology to change the behaviour of fans, players and refs alike. The BBF app is the entry point for a new social community and results in a new national football competition.