| Title | THE 12TH DEVIL |
| Brand | EDF LUMINUS |
| Product/Service | LUMINUS RED DEVILS |
| Category |
C06. 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 the supporters to pass their energy to the Red Devils.
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 was mainly launched through PR and social media, also supported by radio and TV.
PR & earned media: 72 728 mentions in earned media
Awareness of the EDF Luminus sponsorship: +47% among all the Belgians
#12ediable (translation #12th devil) was the most used sponsor # during euro 2016 un Belgium, better than Coke, ING or bier Jupiler #.
Impressions: 13000000 on FB, 3300000 on Twitter.
Sympathy for the EDF Luminus brand increased by 250% and loyalty score multiplied by 5.
The Situation
Because we designed a connected figurine in order to get awareness and earned media around EDF Luminus sponsorship for the Red Devils during the Euro 2016.
And more precisely: this work was designed to generate content in the media and in real time on the social media.
The Strategy
Target audience: all the Belgians.
The 12th devil as been annunciated with PR on TV programs during the half time of preparation matches, PR in daily press and magazines and social media posts from Red Devils players accompanied by the 12th Devil.
Approach: 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.
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 .