AB Inbev - #weareready - Famous

1. #WeAreReady
HOW ONE BRAND CLAIMED
THE WHOLE WORLD CUP
RESULTS
CREATIVE APPROACH
STRATEGY
BRIEFING
Connect 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 off-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 & Off 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