Category G03. Single Market Campaign
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production DEMONSTR8 Brussels, BELGIUM
Name Company Position
Jan Dejonghe BBDO Belgium Creative Director
Gilles André BBDO Belgium Creative
Ariane Floderer BBDO Belgium Creative
Daniel Schots BBDO Belgium Chief Commercial Officer
Antoine Bouvy BBDO Belgium Account Director
Ward Braeckevelt BBDO Belgium Account Manager
Jan Van Brakel BBDO Belgium Strategic planner
Kim Leunen BBDO Belgium Performance & experience planning lead
Michiel Dirickx BBDO Belgium Digital Campaign Executive
Jorrit Michiels BBDO Belgium Graphic Designer
Patricia Van De Kerckhove BBDO Belgium Head of RTV
Renée Vermeire BBDO Belgium RTV Producer & Art Buyer
Silke Ricour BBDO Belgium RTV Producer
Dejvi Vandeveire BBDO Belgium Videographer
Jasper Vanhauwaert BBDO Belgium Videographer
Valentin Taminiau BBDO Belgium Editor & Motion Designer
Jonas Van Gestel theblackbox Motion & video producer
Nicolas Van Poeck BBDO Belgium Sound Producer
Mathieu Schots BBDO Belgium Sound Engineer
Andy Vandeborne BBDO Belgium Copywriter
Siglinda Paquay BBDO Belgium Copywriter
David Vanderbiest BBDO Belgium Final Art
Glenn Rongé BBDO Belgium Director of Data
Karlien Fabré BBDO Belgium Digital Project Manager
Jonathan Pardon BBDO Belgium Digital Development Director
Orry Van Den Abbeele BBDO Belgium Content Manager
Jérôme De Boysère BBDO Belgium Front-end developer
Karine Uytterhoeven BBDO Belgium Traffic Director
Monique Van Moer BBDO Belgium Traffic Manager
Sven Rosius Demonstr8 Director of Strategy & Client Services
Arno Geets Demonstr8 Strategic Planner
Stein Watteeuw Demonstr8 Project Director
Sara Holbrecht Demonstr8 Senior Project Manager
Zaja Ketels Demonstr8 Account Executive
Melwin Koopmans Oona Antwerp Managing Director
Audrey Verhulst Oona Antwerp Senior Account Manager
Amélie Waterschoot Oona Antwerp Account Manager
Mathijs Vanduffel Vizeum Account Manager
Laurent Massart Vizeum Account Manager
Elise Fonck Vizeum Digital Planner
Virginie Verleysen Vizeum Social Expert
Arnaud Hanset AB Inbev Marketing Director
Mauranne Temot AB Inbev High-End Marketing Manager
Alexis Meeus AB Inbev Senior Brand Manager Leffe
Olivier De Pooter AB Inbev Digital Manager BU Central
Laure Stuyck AB Inbev External Communication Manager

Why is this work relevant for Direct?

Following the latest Belgian national elections, the complex political landscape deeply divided the Dutch-speaking North and the French-speaking South of the country. This caused relations between the people living North and South of the language border to be at an all-time low. As a brand that supports meaningful discussions, Leffe decided to go for a direct approach. We invited Flemings and Walloons living close to the border for a face-to-face at one of the 1000 tables set up on the 400km language border between North and South, and asked them to debate various topical issues … over a Leffe.


Leffe is the No. 1 "tasting-beer" in Belgium in terms of volume and penetration. Yet the beer is perceived as being too intense for summer occasions. Consumers often choose a lager beer instead of a Leffe. This causes Leffe sales to drop during summer, while sales of lagers rise. For this summer campaign we had a double objective: - from a business point of view we needed to increase the sales of Leffe during the summer months by stealing market share from lager beers. - our marketing objective was to increase the awareness and consideration of Leffe in the summer months. To do so, we needed to create a relevant and unique summer positioning for Leffe, starting from its warm and welcoming DNA (the monks in the Leffe Abbey welcomed pilgrims from around the world). Besides selling beer, the higher purpose was to stimulate politicians to form a national government.

Describe the creative idea (30% of vote)

Leffe stands for meaningful conversations. This was translated to the summer positioning for Leffe as a beer to support in-depth conversations on the Belgian terraces. During the summer of 2019, the results of the national elections were the hottest topic on those terraces. Belgium, a highly politically-divided country, broke the world record for longest time without a government in 2011 (541 days) and the current discussions proved to become even more difficult. Leffe decided to encourage dialogue between the regions by launching a national debate: we organized the longest ever terrace along the 400km of the language border, bringing together 1000 Flemings and 1000 Walloons to debate on 10 highly topical topics and showing politicians that they too should considering compromising, over a Leffe.

Describe the strategy (20% of vote)

Leffe is – just like other abbey beers – perceived as a ‘heavy’ speciality beer. And this is not what the Belgian target audience (male, 18-54) is looking for during the hot summer weather, preferring lager to a speciality beer. To increase interest in Leffe during the hottest time of the year, Leffe needed to map out its own territory, away from the classic lager occasions like festivals, soccer, parties, … Starting from the unique DNA of the brand (supporting meaningful conversations), we decided to establish the Belgian terraces as the perfect Leffe territory (installing a “Terrace = Leffe” reflex) and created a campaign that sparked debate on the hottest topic of the summer of 2019: politics. In this way, we brought together the proposition of the brand with the ideal location for consuming the beer.

Describe the execution (20% of vote)

In August, Leffe invited Flemings and Walloons to participate in the National Debate by booking one of the 1000 tables on the language border. Highly targeted lead gen ads sparked interest and gave people the opportunity to register. We brought together a Fleming and a Walloon to a specific table, and informed them of the specific coordinates by mail. Over the course of 5 days at the end of August, 200 tables were placed at a different part of the border, giving as many people as possible the chance to participate. Each table contained a link to a smartphone accessible online platform, with highly topical statements to spark the debate, as developed by political scientist Dave Sinardet. Each table was served with two Leffe beers. Analysis shows that on average a compromise on the 10 questions was reached in just 17 minutes.

List the results (30% of vote)

While the total beer market is decreasing in Belgium (-1.6% total volume in 2019 VS 2018), Leffe achieved excellent sales, and positive brand and campaign results: 1/ Sales: • + 13% sales for August (month of our campaign) and September combined. • Consumers changed behaviour: the Belgians consumed +3% more Leffe in August 2019 compared to the same period the year before. 2/ Brand: • Consideration of Leffe as a first choice beer increased by 1% in August. • We increased our total awareness by +1.6%, and our top of mind awareness with +1.5%. Not bad for a (in Belgium) well-known brand like Leffe. 3/ Campaign: • 24M impressions in a country with only 11.4M inhabitants. 69% of population reached: 4.8M Belgians on an active population of 6.9M (18-64yo) • Over 31K engagements across our different posts. • On average, participants came to a compromise in 17 min.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

Belgium is unlike any other country. It consists of 2 large communities, the Flemings (speaking Dutch) and the Walloons (speaking French), as well as a smaller German-speaking community. Over the past decades, the country has become more and more divided, with politicians polarizing and focusing on the differences between Flemings and Walloons for their own political gain. But when you put a Fleming and a Walloon together, you soon notice there’s more that unites them than divides them and that they can put their differences aside more easily than Belgian politicians can. So when recent elections fragmented the political landscape even further (with the North of the country voting mainly for right-wing parties and the South for left-wing parties) and politicians refusing to work with each other, we decided to unite Flemings and Walloons in a National Debate, showing politicians the way forward.