Title	FRONTROW
Brand	BEDNET
Product/Service	ONLINE COURSES FOR SICK CHILDREN
Category	A05. Live Broadcast / Live Streaming
Entrant	LDV UNITED Antwerp, BELGIUM
Idea Creation	LDV UNITED Antwerp, BELGIUM
Production	MOJUICE Leuven, BELGIUM

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 Entertainment?

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 Eden Hazard who couldn’t join the national football team due to COVID. By creating the multi-screen live platform FrontRow, we made sure our sick captain wouldn’t miss anything. Everyone could watch the livestream and by doing so they got to experience what it is that Bednet & ClassContact do for sick kids in an entertaining 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 Eden Hazard and sick kids a front row seat to an entertaining livestream of the Belgian Red Devils training and put Bednet and ClassContact on the front row of the Belgian media.

Describe the creative idea

Due to COVID-19 Hazard was forced to stay in quarantine (in Madrid) during the group training for the Nations League games. Just like our sick kids are forced to stay at home. We didn’t hesitate one second and used our livestream knowhow and technology to quickly develop the entertaining livestream platform FrontRow. We strapped up cameras on the chests of fellow players such as Witsel, Batshuayi, Vertonghen and Tielemans to create unique first-person live footage from the group training. We made sure Hazard wouldn’t miss anything. Thanks to FrontRow, he enjoyed every pass, dribble and tackle from the front row together with over a thousand sick kids… And of course, the press and football lovers got to see it as well. In a very entertaining way, we managed to get the attention of a wide audience for a good cause.

Describe the strategy

We had to reach a broad audience to raise awareness for Bednet & ClassContact. We managed to do so by linking our 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 entertaining 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 which was fun to watch for everyone... This way we made it very tangible what it is that Bednet & ClassContact do for thousands of sick kids.

Describe the execution

A couple of days after Eden Hazard tested positive for COVID-19, we launched our live platform theFrontRow.be through the social media of Eden Hazard, The Belgian Red Devils, Bednet and ClassContact. This way we reached a very wide audience. People could follow the entertaining multi-screen livestream of the Belgian Red Devils during the group training sessions on November 11th 2020. The launch of FrontRow was quickly picked up by national media and the public enjoyed watching our unique livestream.

Describe the outcome

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 who enjoyed our livestream with a very good engagement time of approximately 3m34.