#WeAreReadyHOW ONE BRAND CLAIMED THE WHOLE WORLD CUP

RESULTS

CREATIVE APPROACH

STRATEGY

BRIEFINGConnect with all Belgian men by becoming the reference partner of the Red Devils towards and during the World Cup 2014. And by doing so, drive incremental sales in both on- and o� -trade.

We chose a creative strategy which shows the brand to be 100% behind our national team and which involves and activates all Belgian men.

All communication was focused on enabling all Belgians to support the Red Devils, together with Belgium’s number one beer brand, using the campaign slogan “We Are Ready”. This slogan carried out our engagement as partner of the Belgian supporters and involved and activated our target group.

Both campaign and commercial results exceeded all KPI’s.

• 91% Campaign Recognition Men 18+ • 68% Top of Mind Association Jupiler with Red Devils• 2.000.000 UEU during World Cup Months• 2.000.000 Euro PR value Red Devils• +1,5% penetration growth Q2 2014 vs Q2 2013• +2,10% market share Nielsen during World Cup• +120.000 HL during WC campaign On & O� Trade

LOGISTICS

EVENTS

PRINT

FAN GADGETS

STORES

BARS

PR

SPONSORING

IN BRAZIL

We chose a creative strategy which shows the brand to and which involves

All communication was focused on enabling all Belgians

68% Top of Mind Association Jupiler with Red Devils

PRINT

SPONSORING

IN BRAZIL

PACKAGING

DIGITAL

SOCIAL

TV

FLAGMANIA