Belgium is a divided country and basically there are only two things that can unite it: Jupiler and the Red Devils. In this divided country we wanted to set the example and unify the country by putting aside our own identity. Owning the mass-communicated, multibrand-sponsored event FIFA World Cup 2018 with Jupiler. Capture consumers hearts beyond football by cultivating what we all desire: belonging. Get Belgian consumers (focus on 18-29) to see Jupiler as the unifier of the country by using football & brand assets in an unseen, disruptive & meaningful way.

This World Cup we are not Jupiler. We are Belgium. Starting with the most talked about kick-off ever, taking down the Jupiler sign from the brewery and revealing Belgium, the official beer of FiFa World Cup 2018. By launching an impactful commercial, the movement was born: print media partners and national radio stations turned into Belgium. A 360° campaign including outstanding OOH, Digital display, Online video, TV Sponsoring, Print and inspiring activations, big unifying public events, on point social content, national press take-overs on game days and a series of documentaries showing (famous & non-famous) Belgians who supported the movement.

From World Championship 14 & European Championship 16 we learned that patriotism & national spirit concerning soccer were effective ingredients for Jupiler to create successful campaigns. But: the Jupiler WC14 & EC16 didn’t bring new spirit, enough emotional heritage or increased buying consideration. Because the Devils had a serious shot at a high position in the end classification WC 2018, we decided to seize the moment to summon the whole country to put differences aside for five months and to stand together as one; supporting the Devils. Without cultural differences, all age categories/sexes etc.. All Belgians united as one. In summary: reinforces Jupiler’s scale and role as a notional unifier for all Belgians.

With a bold PR stunt, spreading the rumor that Jupiler would disappear, the brand put the whole country at the edge of her seat. Subsequently, Jupiler initiated the kick-off, during which the logos on all bottles, all cans, all glasses and communication carriers were replaced by ‘Belgium’. In an epic commercial, well-known and unknown fans, among which the Borlee brothers (athletes), Vincent Kompany’s cousin, the Devils themselves and even their Spanish coach, Martinez, renounced their own identity for the greater goal. Online, the Golden Devils of Mexico ’86 did the same. Brands such as Delhaize, Metro and Studio Brussel soon followed, making ‘We are Belgium’ more than a campaign; it became a movement and the unofficial battle cry of all Belgian fans.

- #WEAREBELGIUM usage: 40.856

- More than 64 mio impressions were reached vs. benchmark on a full population of 11 Mio

- A minimum of 164 outlets (RTV, Print & Digital) covered our news

- Earned media: >5 million euros (>total budget for paid campaign)

- Organic mentions: Owning 88,6% SOV of WC Advertising Partners in Belgium

- Consideration: from 68% to 72% vs. benchmark 35.42% to 35.45%

- Consumption july ‘18: from 56% to 60% vs. benchmark 21.85% to 22.29%

- Has Great Advertising: from 43% to 47% vs. Benchmark 14.12% to 14.84%