2018 Brand Experience & Activation


Category C04. Competitions & Promotional Games
Idea Creation WUNDERMAN Antwerp, BELGIUM
Name Company Position
Pieter Staes Wunderman Antwerp Creative Director
Manuel Ostyn Wunderman Antwerp Creative Director
Cedric Trefois Wunderman Antwerp Art Director
Tomas Van Loon Wunderman Antwerp Copywriter
Michiel Noens Wunderman Antwerp Strategic Planner
Mike Dobbelaere Wunderman Antwerp Social Media Strategist
Melissa Fuso Wunderman Antwerp Account Manager
Mieke Vandenbossche Wunderman Antwerp Account Director
Okky Claase Wunderman Antwerp Account Executive
Bruno Dejonghe Wunderman Antwerp Producer
Menno Van Riet Wunderman Antwerp Sound Engineer
Kurt Maes Friction Director
Sofie Van de Wauwer Friction Producer

Why is this work relevant for Brand Experience & Activation ?

Sports betting brand SCOOORE! is a sponsor of the Belgian football team. But with a very limited media budget and aggressive competitors, SCOOORE! decided not just to target existing sports betters, but to focus on attracting new players during the World Cup. With this activation that appealed to all football fans, SCOOORE! was able to double its sales compared to the European Cup, two years before.


Situation SCOOORE! is a sports betting brand with very limited media budget. Next to that, competition is very fierce with brands offering players the most outrageous stakes. Especially during big tournaments. Brief SCOOORE! asked us to come up with a way to outsmart the competition and get their share of attention during the World Cup. Objectives Boost sales by getting as many people as possible to predict football games during the World Cup in Russia.

Describe the creative idea

With Supercare, SCOOORE! gave fans a chance to watch over the car of a Belgian Red Devil during the World Cup. Prior to the tournament, people had to predict a friendly game of the Belgian team to have a chance of winning this unique prize. When the team left for Russia on June 14th, a few lucky fans could pick up their car and watch over it until Belgium got knocked out of the tournament.

Describe the strategy

To stand out, sponsors of the Belgium football team pay a lot of money to use the players. Ironically, every sponsor ends up with the same kind of campaign. So, to really stand out during the World Cup, we shouldn’t use the super stars for our campaign, but the other thing that really appeals to people’s imagination: their super cars.

Describe the execution

Prior to the World Cup, we launched two social videos starring Romelu Lukaku’s Rolls Royce Wraith and Dries Mertens’ BMW i8. Both videos invited people to predict a friendly game of the Belgian Red Devils and have a chance of taking care of a super car during the World Cup. As soon as the team left for Russia, our lucky fans could pick up their car and we started our retargeting campaign getting as many people as possible to predict as many World Cup fixtures as possible.

List the results

The approach worked as our campaign had 32% more conversion and three times as many participants compared to the previous World Cup campaign. With more than 96 million media impressions and a whopping increase in players of 63,6%, we even managed to double sales, making this the most successful campaign ever for the brand.