Client: Mercedes-Benz Vans Belgium
Task: Increase brand awareness with a campaign linked to the 2016 UEFA European Championship
Menu: Strategy, creative concept, art direction, design, copywriting, Facebook app development, social advertising, video production, reporting and events
With the 2016 UEFA European Championship in full swing, we spotted an opportunity for Mercedes-Benz Vans Belgium to host a memorable brand awareness campaign. We imagined a special place for fans to cheer on the Red Devils – and that’s how we came up with the VanCave. Inspired by the comforts of the typical man cave, we turned the traditional space into a fully equipped sports sanctuary on wheels.
Sports teams consisting of at least 25 members were eligible to win the VanCave experience. The rules of the game? Send us a photo of your team showing off your team spirit. By using Facebook as our flagship platform, we targeted a wide audience, ranging from die-hard Red Devils fans to sports enthusiasts. Oh and don’t forget Leo! We invited the legendary Belgian football player, Leo Van der Elst, to join in on the fun.
Our campaign reached one million people, with 106 participating sports teams. The three winning teams enjoyed the ultimate Mercedes-Benz VanCave experience; a day filled with friends, food, football and fun cheering on the Red Devil’s as they played in the UEFA tournament.