Title	PROXIMUS: THE BELGIAN HEARTBEAT
Brand	PROXIMUS
Product/Service	WEARABLES
Category	D02. Use of Mobile & Devices
Entrant	FAMOUSGREY Brussels, BELGIUM
Idea Creation	FAMOUSGREY Brussels, BELGIUM
Media Placement	MAXUS Brussels, BELGIUM
PR	FAMOUS RELATIONS Brussels, BELGIUM
Production	PROPHETS Antwerp, BELGIUM
Production 2	PMH Brussels, BELGIUM
Production 3	FLEDGE Brussels, BELGIUM
Post Production	FAMOUSGREY Brussels, BELGIUM
Post Production 2	FLEDGE Brussels, BELGIUM

Name	Company	Position
Aurélie Denayer	Proximus	Director CBU Branding and Communication
Sophie De Nys	Proximus	Communication Manager
Emmanuelle Puttemans	Proximus	Communication Manager
Peter Ampe	FamousGrey (as a part of SILK)	Creative Director
Jonathan D'oultremont	FamousGrey (as a part of SILK)	Creative
Olivier Maquenne	FamousGrey (as a part of SILK)	Creative
Phillippe Dorval	FamousGrey (as a part of SILK)	Copywriter
Paul de Groeve	FamousGrey (as a part of SILK)	Copywriter
Catherine De Block	FamousGrey (as a part of SILK)	Client Service Director
Audrey Semal	FamousGrey (as a part of SILK)	Account Director
Meriem Oucharif	FamousGrey (as a part of SILK)	Account Manager
Caroline Ropsy	FamousGrey (as a part of SILK)	Account Manager
Aurélie Forissier	FamousGrey (as a part of SILK)	Account Executive
Matti Verhaegen	FamousGrey (as a part of SILK)	Account Executive
Jonathan Detavernier	FamousGrey (as a part of SILK)	Head Of Strategy
Joeri Van Breedam	FamousGrey (as a part of SILK)	Strategic Planner
Tom Willemkens	Prophets (as a part of SILK)	Digital Strategy
Maarten Breda	FamousGrey (as a part of SILK)	Experience Director
Sacha Lempereur	FamousGrey (as a part of SILK)	Designer
Myriam Maes	Famous Productions (part of FamousGrey (as a part of SILK))	RTV Producer
Sara De Grave	Famous Productions (part of FamousGrey (as a part of SILK))	RTV Producer
Diederik Jeangout	Fledge TV	Creative Director Fledge TV
Hyun Lories	Fledge TV	Director/DOP
Roeland Jeangout	Fledge TV	Producer
Jeroen Berx	Fledge TV	Producer
Nick Read	Fledge TV	Editor
Eli Sundermann	Famous Productions (part of FamousGrey (as a part of SILK))	Post-Production Sound
Nicolas Délepine	Famous Productions (part of FamousGrey (as a part of SILK))	Post-Production Sound
Phillippe Legast	PMH ( as a part of SILK)	Project Manager
Tina De Pauw	PMH ( as a part of SILK)	Producer
Amandine Crespeigne	PMH ( as a part of SILK)	Producer
Kathy Van Looy	Famous Relations (as a part of FamousGrey (as a part of SILK))	Managing Director
Déborah De Klerck	Famous Relations (as a part of FamousGrey (as a part of SILK))	PR Director
Alexandra Goffart	Famous Relations (as a part of FamousGrey (as a part of SILK))	PR Manager
Eva Van Riet	Famous Relations (as a part of FamousGrey (as a part of SILK))	PR Manager
Laura Godinho	Famous Relations (as a part of FamousGrey (as a part of SILK))	PR Manager
Zoé Cnaepkens	Famous Relations (as a part of FamousGrey (as a part of SILK))	PR Manager
Jeremy Demoor	Prophets (as a part of SILK)	Account Director
Kenneth Boerjan	Prophets (as a part of SILK)	Digital Producer
Timothy Van Den Brande	Prophets (as a part of SILK)	Digital Producer
Ellyn O'Byrne	Maxus (as a part of SILK)	Head Of Media

Why is this work relevant for Brand Experience & Activation?

EURO 2020 was Belgium’s biggest chance to win a big tournament. And with the tournament being postponed for a year, the excitement was higher than ever. As the main sponsor of the Belgian Football Team, telco provider Proximus wanted to create a unique experience. For the first time in the history of football, there would not only be players’ stats, but also the stats of the supporters. This created a unique brand experience, with Proximus clients being invited to participate and infographics became part of live commentating on national tv.

Background

Hazard, De Bruyne, Lukaku, … just a few names of the golden generation of the Belgian National Football team. Never in history have the Belgian National Football team had more chances to win a big tournament. And this potential victory could be felt in the whole of Belgium. With the EURO 2020 being postponed for a year the excitement and the expectations were higher than ever before. Not only for the team but also for the supporters. As the main sponsor of the Belgian National Football team alias the Red Devils and the biggest telco provider in Belgium, Proximus wanted to create a national feeling by literally showing the emotional state of the whole country. The Belgian Heartbeat is an activation that for the first time in sports history shows the statistics of the supporters. Revealing insights with infographics on how emotionally engaged Belgium’s were during the competitions.

Describe the creative idea (20% of vote)

Instead of analyzing statistics on player performance, we measured in real time the emotions of the supporters watching the matches. How does it work: Supporters from all parts of the country received a tracking device measuring heartbeat, movement, and decibels. During the match, every supporter’s statistics were captured. Custom software converted those individual data into averages and linked them in real-time to a particular action on the pitch. These supporters’ statistics revealed some surprising insights that we shared with the sports press via a match report where all the data was collected in an infographic.

Describe the strategy (20% of vote)

The Belgian Red Devils are loved by many brands and brands are fighting for the same attention, sharing the same love for our star players. So Proximus needed to highlight their partnership in a different way. Research showed that Gen Z and Millennials want to understand how a sponsor is meaningful apart from the financial support. The real why for Proximus as a Belgian brand seems to be clear, but there’s more common ground with the “federation”. First, football has always been an interconnector for society with the Red Devils as the ultimate nationwide unification. Secondly, and more important is the increasing use of digital data for football analytics. For Proximus the perfect combo to broaden from connectivity to the more unknown technology partner for the Belgian fans. We decided to combine these insights and launched a fully digital and technological idea in favor of the Belgian supporter.

Describe the execution (30% of vote)

Before the Euro 2020, we teased, announced, and explained the action with digital led-boarding during the friendly game beginning of June, display bannering on DPG news sites, videos on SoMe (organic), and influencers kicking off a contest for their followers to win a polar device and be part of the panel. Before each match of the Red Devils, we pulled off social organic and engaging content such as a poll. Our influencers reminded their audience to watch the game. And after each match, we’ve sent the match reports to the press with infographics. We presented the emotions we all could have felt, together with the statistics of the supporters on digital OOH and SoMe.

List the results (30% of vote)

• Our supporters’ stats were used on National TV during live commentating. • We reached 78% of all Belgians. • The campaign reached 2,5 million Belgians with paid media. • On social media, the supporters’ stats generate the highest engagement rate ever for a Proximus campaign with an engagement rate of 14, 52%. • Thanks to The Belgian Heartbeat campaign everyone felt part of one big team supporting the Belgian Red Devils.