Royal Belgian Football Association: THE CHALLENGES

Credits & Description:

Advertiser: ROYAL BELGIAN FOOTBALL ASSOCIATION
Agency: BOONDOGGLE
Category: Travel, Entertainment & Leisure
Advertising campaign: THE CHALLENGES
Film Production: (Bonka Circus / Czar / Sultan Sushi)
Creative Team: Dieter Vanhoof (Boondoggle)
Director Marketing/Events: Filip Van Doorslaer (Royal Belgian Football Association)
Creative Directors: Klaas Gaublomme (Boondoggle)
Account Managers: Frederik Cuyvers (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Creative Directors: Raoul Maris (Boondoggle)
Account Managers: Sven Houben (Boondoggle)
Strategic Planners: Tim Borguet (Boondoggle)
Producer: Doris De Smet (Boondoggle)
Creative Directors: Hans Kerkhoff (Boondoggle)
Strategic Planners: Louis Ingelaere (Boondoggle)
Strategy Director: Peter Verbiest (Boondoggle)
Creative Directors: Stef Selfslagh (Boondoggle)
Creative Directors: Vincent Jansen (Boondoggle)
Director Of Communications And Clubs: Bob Madou (Royal Belgian Football Association)
Creative Team: Niels Schreyers (Boondoggle)

Implementation
We decided not to focus on the competition between the Red Devils and their opponents. Instead we created a new kind of competition: one between the Red Devils and their fans. We launched: The Challenges. Before every match the players challenged the fans to support them in a unique way. “Color the country red”, for instance. Or: “Produce 500,000 db of sound”. “Turn your home into a football stadium.” “Support us with drawings”. If they succeeded in doing so, the players did something remarkable in return: paint themselves red, play a game of sumo football, give a tour in the national stadium or play FIFA 2012 against kids.

Client Brief Or Objective
The past decade, the Belgian football team missed every major tournament in the world. The fans completely lost their interest. Until this year. Since August 15, 2012 the Belgian football stadium sold out 5 times in a row. The result of a year long campaign to recreate the enthousiasm for the Red Devils.

Execution
All communication went directly from players to fans via their own Facebook and Twitter pages.The outcome of the challenges could be followed directly on a specially created Facebook page.Very soon, an open dialogue emerged here between players and fans.

Outcome
‘The Challenges’ generated a genuine hype. Each new challenge was an event. The cynicism of the media made way for surprise. Talkshows zoomed in on the campaign in prime time. Newspapers analyzed the new phenomenon. Reps of the Football Association had a field day explaining The Challenges. And all this happened without a significant media investment. PR-mission accomplished. And what's even more: The national football stadium was completely sold out for four times in a row.