2021 Brand Experience & Activation

PROXIMUS: THE BELGIAN HEARTBEAT

TitlePROXIMUS: THE BELGIAN HEARTBEAT
BrandPROXIMUS
Product/ServiceWEARABLES
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
Credits
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.