Situation

Belgium was heading to the World Cup with a very talented generation of players. Everybody in the country was talking about the Belgian team and every brand wanted to get some of the attention.

Brief

JBC asked us to come up with a creative idea that would grab people’s attention and show JBC as a sympathetic family brand that brings people together. But without actually using the players as JBC wasn’t an official sponsor.

Objectives

JBC wanted to get their share of attention during the World Cup and boost traffic and sales prior to and during the tournament.

JBC launched the Anthem Shirt, a football shirt that sings the national anthem. We inserted an audio chip and touch sensor underneath the crest of every shirt. Whenever people put their hand on their heart like true patriots, the shirt sings the Belgian anthem.

Belgian fans are really passionate when it comes to supporting our national football team. There is only one moment when almost everybody stays silent: during the national anthem. The problem is that hardly anyone knows the lyrics. A real pity, as Belgium was entering the World Cup with a golden generation. So, we decided to turn this weakness into an opportunity to unite Belgian fans and give them a true patriotic experience every time our team played.

The shirts were originally made for the next generation of fans, but a lot of adult fans showed interest as well. So, in total we made more than 53.000 shirts for all fans of our Belgian team. The campaign reached more than 6 million people, generating more than 280.000 euro in earned media. Traffic went up with 16% and transactions increased with 21%. Resulting in an increase in revenue of 10%.