Advertiser: ROYAL BELGIAN FOOTBALL ASSOCIATION
Agency: BOONDOGGLE
Category: Best Digitally Led Integrated Campaign
Advertising campaign: THE CHALLENGES
Director Of Communications And Clubs: Bob Madou (Royal Belgian Football Association)
Film Production: Boondoggle (Boondoggle)
Creative Directors: Klaas Gaublomme (Boondoggle)
Account Managers: Frederik Cuyvers (Boondoggle)
Client Services Director: Inge Vander Velpen (Boondoggle)
Strategy Director: Peter Verbiest (Boondoggle)
Creative Directors: Raoul Maris (Boondoggle)
Creative Directors: Vincent Jansen (Boondoggle)
Strategic Planners: Tim Borguet (Boondoggle)
Film Production: Bonka Circus (Bonka Circus)
Film Production: Czar (Czar)
Producer: Doris De Smet (Boondoggle)
Creative Directors: Hans Kerkhoff (Boondoggle)
Director Marketing/Events: Filip Van Doorslaer (Royal Belgian Football Association)
Strategic Planners: Louis Ingelaere (Boondoggle)
Creative Directors: Stef Selfslagh (Boondoggle)
Film Production: Sultan Sushi (Sultan Sushi)
Account Managers: Sven Houben (Boondoggle)
Brief Explanation
For ten years in a row, the Belgian football team has been missing every major tournament. The Belgian football Association came to us with a brief: recreate the enthusiasm for the Red Devils in the run-up to the WC 2014.We launched 'The Challenges'. For every qualifying match, the players ask the fans to help them. If they succeed in doing so, the players return the favour. 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. Result: The national football stadium is completely sold out for three times in a row, an absolute first.