Title	FOOTBALL OR FATHER
Brand	REMED PHARMA
Product/Service	CONDOMS
Category	C01. Fast Moving Consumer Goods
Entrant Company	BBDO BELGIUM Brussels, BELGIUM
Advertising Agency	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Sebastien De Valck	Bbdo Belgium	creative director
Arnaud Pitz	Bbdo Belgium	creative director
Frederic Zouag	Bbdo Belgium	Creative Team
Nicolas Gaspart	Bbdo Belgium	Creative Team
Christophe Malotaux	Bbdo Belgium	Graphic designer
Patricia Van De Kerckhove	Bbdo Belgium	Producer
Fred De Loof	Witloof Productions	Director
Lore Desmet	Bbdo Belgium	Account Manager
Isabel Peeters	Bbdo Belgium	Chief commercial officer
Stefan Ceunen	Bbdo Belgium	Social media director
Jasper Heldenbergh	Bbdo Belgium	Videographer

The Brief

Love Condom is a Belgian condom brand that is not widely recognised. It struggles to stand out from the big names like Durex. To become more widely known, we therefore launched an awareness campaign 9 months ahead of the UEFA European Championship to encourage Belgians to put on condoms so that they wouldn’t miss their national team’s matches in 9 months. We also arranged to have samples handed out at the Belgium – Bosnia match that took place 9 months before kick-off at the UEFA European Championship.

Campaign Success

There are two types of people we wanted to reach. The supporters directly, which is what we did when we arranged for samples to be handed out at the stadium during a Belgium – Bosnia-Herzegovina match which took place 9 months ahead of kick-off at the UEFA European Championship. And sports journalists. For two reasons. Firstly, because there is no way they’ll want to miss this major event. And secondly, because they can talk to our target audience, football fans, and, more precisely, our national team’s fans. We therefore sent them the reworked calendar. Result: the journalists became our spokespeople, which meant we could warn all of Belgium’s supporters.

Describe the success of the promotion with both client and consumer including some quantifiable results

The cost of creating and producing the calendar came to 1500 euros. The calendar was delivered to 20 targeted sports journalists. As a result of this calendar, we were featured during prime time on the biggest TV-channels in the country for a total of 5 min. 07sec. The campaign was quickly taken up and got coverage from all the important Belgian press websites (Le Soir, La Dernière Heure, L’Avenir, Het Nieuwsblad, Het Laatste Nieuws, etc.) we distributed 50,000 condoms 50.000 condoms All this was worth more than 350.000 euro in earned media. Sales increased during the campaign : +8 % Love Condom’s number of facebook fans increased with 17%. … and hopefully every belgian man can enjoy football in june.

Explain why the method of promotion was most relevant to the product or service

Exactly 9 months ahead of kick-off at the UEFA European Championship, we launched a one-month promotional campaign to warn all Belgian supporters that now is the time to use condoms from Love Condom if they don’t want to miss any of their team’s achievements in 9 months. We arranged to have samples handed out at the stadium, at the Belgium – Bosnia match (also exactly 9 months in advance). We also sent out calendars of the UEFA European Championship with 28 condoms corresponding to the 28 match days of the tournament. Each condom is to be used 9 months ahead of the match you don’t want to miss. Some sports journalists even asked us for more copies, to be given away as prizes to their viewers. To sum up, we reached as many Belgians as possible and warned them that it was vital to use condoms from Love Condom now.