Proximus x World Cup: an unprecedented national cross-media activation
Adopt a multichannel marketing strategy around a global sporting event to maximize coverage and recall
When attention becomes a major challenge
During major sporting events, every brand wants to capture attention. In this reality, a traditional approach is not always enough... Advertisers expect solutions that can create an experience, generate emotion, and extend the conversation beyond TV screen broadcasts.
It is precisely with this in mind that RMB designs its cross-media solutions: connecting channels, activating your audiences at the right moment, and adding depth to your messages.
An approach powerfully illustrated by the Proximus – Moment of the Day campaign, launched during the 2022 World Cup.
Total media used complementarily
Total channels (TV, radio, digital)
linked to the operation
Total DOOH screens
activated with TV images
When the brand promise comes to life
Proximus wanted to leverage the Football World Cup to strengthen its brand promise "Think possible," showcase the power of its technology, and share in real-time the data collected through its app "The Belgian Heartbeat" with all football fans, whether customers or not.
The Proximus app aimed to measure the heartbeat of supporters during the Red Devils matches to identify the most emotional moments. Initially, these statistics were only to be viewed on the Proximus Pickx platform.
To reach as many supporters as possible and allow the advertiser to extend its "The Belgian Heartbeat" campaign beyond its own platform, RMB partnered with Proximus as the sponsor of the "Moment of the Day" campaign. Each day of the competition, RTBF and VRT provided a selection of their best TV footage to Clear Channel, which broadcast them in snacking format on its 2m² digital screens in Brussels as well as in major cities and train stations in Flanders and Wallonia.
- Advertiser: Proximus
- Target: all Belgian football fans
- Objective: support the brand promise and leverage the image of the Red Devils to showcase the power of its technology
- Period: 11/14 to 12/18/2022
- Format: trailers, billboards, ad instream videos
- Main media: TV, radio, online video, and DOOH (digital out of home)
Collaboration with RMB, VAR, and Clear Channel allowed us to amplify our creative concept in a highly contextual way. TV rights do not permit us to access World Cup footage. Thanks to this relevant format and the flexibility of the broadcasters, we were able to tell a story connected to our technology and partnership.
Strategy: amplify emotion in real time
RMB provided a tailored response to Proximus's briefing: create an activation capable of broadly reaching the target audience while connecting sports emotion, technological innovation, and immersive media experience.
Interconnected media:
- Use of World Cup TV footage in a digital out-of-home (DOOH) campaign
- National setup via partnership between 2 broadcasters (RTBF & VRT) and 3 agencies (RMB, VAR & Clear Channel)
- Live integration of data from "The Belgian Heartbeat" app in digital displays during Red Devils matches.
- Visual and editorial consistency across all touchpoints
- Seamless storytelling across all media
Media Plan: a synchronized national presence
Proximus took advantage of an exceptional presence at the opening and closing of the images broadcasted on digital displays. To maximize impact, the 'Moment of the Day' action was supported by a wide promo campaign involving the advertiser on RTBF and VRT channels.
Audiences reached throughout their daily lives:
- 417 DOOH screens activated across Belgium (streets and stations)
- RTBF campaign: trailers and billboards TV (La Une & Tipik), radio trailers (VivaCité), ad instream videos, trailers and billboards in online video (Auvio)
- VRT campaign: TV trailers and billboards (Een & Canvas), radio trailers (Studio Brussel, MNM, Radio 1 & Radio 2)
- Editorial extension via the show Le Débrief on La Une (in-studio TV analysis of the main statistics collected by the "The Belgian Heartbeat" app after each Diables match)
Results: massive impact and strong engagement
The combination of DOOH, TV, radio, and digital enabled Proximus to reach its goals and firmly embed its campaign in the public's mind.
A premium reach:
- 48% cross-media coverage in French-speaking Belgium (PRA 18–54 years)
- 79% cross-media coverage in Dutch-speaking Belgium (PRA 18–54 years)
- 41% national coverage via the DOOH network (18-54 years)
- More than 27 million contacts generated through digital display
- 317,000 impressions on Auvio with an exceptional VCR (completion rate) of 95.6%
- An operation praised by the advertiser for its contextual relevance
A first on the belgian market
Proximus' 2022 World Cup advertising campaign marks a turning point in the use of TV images for digital display in Belgium. Never before had five major partners – two broadcasters, three agencies – joined forces to create a national activation of this scale.
Beyond media performance, Moment of the Day shows that smart collaboration between ecosystems enables the creation of new, agile, creative, and effective formats for brands.
Moment of the Day won the 1st prize (Gold) in the ‘Best Creative Media Use’ category at the AMMA (Annual Master in Media Awards) 2023.
