| Title | THE 12TH DEVIL |
| Brand | EDF LUMINUS |
| Product/Service | LUMINUS RED DEVILS |
| Category |
E04. Response / Real-Time Activity |
|
Entrant
|
HAVAS BRUSSELS, BELGIUM
|
|
Idea Creation
|
HAVAS BRUSSELS, BELGIUM
|
Credits
| Stéphane Daniel |
Havas Brussels |
Creative Director |
| Hugo Battistel |
Havas Brussels |
Creative Director |
| Antoine De Bellefroid |
Havas Brussels |
Art Director |
| Yannick Pringels |
Havas Brussels |
Copywriter |
| Julien Thonet |
Havas Brussels |
PM experience |
| Hans Van Gent |
Havas Brussels |
Account Director Digital |
| Remi Lejeune |
Havas Brussels |
Online designer |
The Campaign
In the stadium, the energy of the supporters can make the difference and help their team to win. But what if we could help the millions of people who are not in the stadium to pass their energy to the Red Devil?
So, we created the 12th Devil: a connected figurine that we gave to the Red Devils to accompany them during the Euro competition. Every time somebody encourages the Red Devils online or on the social media, the figurine instantly lightens up and transmit the message in real-time. The more people supports the team, the more the 12th devil shines. So, at every moment, the players of the Red Devils could see and feel the amount of energy of their supporters.
In short: as an energy provider, EDF Luminus helped supporters to pass their energy to the Red Devils.
Creative Execution
The 12th devil connected figurine was +/-40 cm high. It was given to the Red Devils during the preparation for the Euro competition and accompanied them everywhere (in vestiaires, buses, on the field...)
The action has been launched through PR, social media, but also TV and radio commercial.
PR & earned media: 72 728 mentions in earned media
#12ediable (translation: #12thdevil) was the most used sponsor # during euro 2016 un Belgium, better than Coke, ING or bier Jupiler #.
Awareness of the EDF Luminus sponsorship: 47% among all the Belgians
Impressions: 13000000 on FB, 3300000 on Twitter.
Sympathy for the EDF Luminus brand increased by 250% and loyalty score multiplied by 5.
First, we identified all the different # used to support the red devils, including the ones of other sponsor brands. The platform was designed to gather in real time all the supporting messages posted on these #, in order to really transmit all the social energy of Belgians to their team via the 12th Devil. This way, we put EDF Luminus above all the other # and sponsors.
The platform was also giving content to the supporters, in order to increase their energy and incite them to encourage the red devils. For example, datas and infographics about the energy of the supporters of each football team of the Euro competition.
Before, during and after the matches, the 12th devil interacted in real time with supporters through posts and datas posted on twitter and FB by our social newsroom .