2021 Brand Experience & Activation

FRONTROW

TitleFRONTROW
BrandBEDNET
Product/ServiceONLINE COURSES FOR SICK CHILDREN
Category D04. Digital Installations
Entrant LDV UNITED Antwerp, BELGIUM
Idea Creation LDV UNITED Antwerp, BELGIUM
Production MOJUICE Leuven, BELGIUM
Credits
Name Company Position
Dennis Vandewalle LDV United Creative Director
Dries De bruyn LDV United Creative Director
Vivienne Mak LDV United Creative
Manon Penne LDV United Creative

Why is this work relevant for Brand Experience & Activation?

We wanted to raise awareness with a broad audience for Bednet & ClassContact, who provide a live platform for sick kids. We did this by linking our strength, a superb live platform, to a current event in the press: Belgian Red Devil Hazard who couldn’t join the national football team due to COVID. By creating the multi-screen live platform FrontRow, we made sure that our sick captain wouldn’t miss anything. Everyone could watch the livestream and by doing so people got to experience what it is that Bednet & ClassContact do for sick kids every day in a unique way.

Background

Bednet (Flanders) and ClassContact (Wallonia) make sure that kids who suffer from long-term illness keep up with their classmates thanks to a superb live platform. This platform allows them to remotely follow classes on a daily basis. On the 2nd of November Eden Hazard, captain of the Belgian Red Devils, tested positive for COVID-19 and had to stay in quarantine. So, we decided to grasp the moment and do what we do best: provide a live platform to make sure that no one, not even Eden Hazard is left behind. Its name? FrontRow. The objective? Give sick kids a front row seat and put Bednet and ClassContact on the front row of the Belgian media to create extra awareness for these important organizations.

Describe the creative idea (20% of vote)

Due to his positive COVID-test Hazard was forced to stay in quarantine (in Madrid) during the group training sessions for the Nations League games. We made sure he wouldn’t miss a thing. We used our livestream knowhow and technology to develop a unique livestream platform and named it FrontRow. We strapped up some cameras on the chests of fellow players such as Axel Witsel, Michy Batshuayi, Jan Vertonghen and Youri Tielemans to create unique first-person live footage from the group training. The livestream consisted of a multi-screen experience with 4 screens streaming at once so that you could view the training from every angle. Thanks to FrontRow, Eden Hazard enjoyed every pass, dribble and tackle from a front row seat together with over a thousand sick kids. And of course the press and football lovers got to take a look at it as well.

Describe the strategy (20% of vote)

We had to reach a broad audience to raise awareness for Bednet & ClassContact. We wanted to make sure everyone knows about our free live platform so that no kid gets left behind. We managed to raise awareness by linking our ultimate strength, a superb live platform, to a current event in the press: Belgian Red Devil Eden Hazard who couldn’t join the national football team due to COVID-19. Not being able to attend due to sickness is something we deal with every day. By creating the multi-screen live platform FrontRow, we made sure that, just like sick kids, our sick captain wouldn’t miss anything. We made the public aware of the livestream and they got to watch the training from a unique point of view. By doing this we made it very tangible what Bednet & ClassContact means for thousands of sick kids.

Describe the execution (30% of vote)

We launched the live platform theFrontRow.be through the social media of Eden Hazard, The Belgian Red Devils, Bednet and ClassContact. People could follow the unique multi-screen livestream during the group training sessions on November 11th 2020. The launch of FrontRow was quickly picked up by national media.

List the results (30% of vote)

The objective with this campaign was to put Bednet and ClassContact in the centre of attention. The press happily shared the unique footage online and during primetime tv-news, spreading our message and generating massive awareness for the daily cause of Bednet and ClassContact. In total we reached 18 million people. In comparison, the Belgian population is around 11.5 million. And since we were in the evening news shows of the country’s biggest TV channels, it’s safe to say we reached almost all of Belgium’s population. The campaign had a total ad value of 812.000 euro in earned media with an ad budget of exactly 0 euro. In addition, we had 6,2K unique visitors on the website during the livestream with a very good engagement time of approximately 3m34.