Nine months before Euro 2016 kicks off Belgian prophylactic brand Love Condom launches a campaign reminding football fans that if they want to avoid having to follow the tournament from the maternity ward they should be using condoms now.
With the Euros starting on 10 June in France, Love Condom wants to ensure supporters can focus entirely on following the Red Devils (the Belgian National Football Team) rather than
The campaign is spearheaded by a TV spot that tells the story of a 53-year-old Belgian fan called Philippe who says that 29 years ago he made a mistake that he says changed his life.
Philippe had to miss the Red Devils’ epic achievement in Mexico in 1986 because he had just become a father and he wants to make sure other fans don’t follow in his footsteps.
The ad comes in multiple language versions,
including English,
and drives viewers to the campaign’s Facebook page for further details about how to avoid replicating Philippe’s story.
https://www.facebook.com/lovecondombyremedpharma
The campaign continues on Twitter with general amplification,
29 years ago, Philippe made an enormous mistake which changed his life enormously. https://t.co/PjArVPgdN3 #footballorfather
— Love Condom Belgium (@LoveCondomBE) September 16, 2015
plus Belgian player- and event-specific posts to drive engagement.
Risky timing but congrats @DeBruyneKev 😉 Don’t miss him & the @BelRedDevils in 9 months! https://t.co/ZVqoSbHHui pic.twitter.com/StFqyxAWSd
— Love Condom Belgium (@LoveCondomBE) September 30, 2015
Hi @hazardeden10 check this if you don’t want to miss the tournament in 9 months! https://t.co/98Eqduxuez #footballorfather
— Love Condom Belgium (@LoveCondomBE) September 17, 2015
In addition to the film and social media work, the Remed Pharmaceutical initiative also includes a sampling promotion which revolved around a qualifying match between Belgium and Bosnia-Herzegovina.
The campaign was developed with agency BBDO Belgium: where the team was led by creative directors Sebastien De Valck and Arnaud Pitz, art director Frédéric Zouag, with copywriting by Nicolas Gaspart and social strategy from Stefan Ceunen
The TV producer was Patricia Van De Kerckhove, the director Fred De Loof and the production company was Witloof.
Comment
A classic comic event ambush that ticks many of the male, sports fan targeting boxes.
Some might chuckle at this campaign, while others might fell it goes a little too far – whichever perspective you take, most will agree that the idea is both brand relevant and clever.
It is certainly more innovative and interesting than the usual run-of-the-mill ‘x-days-to-go’ kick-off countdown campaigns.
Links
Love Condom:
Love Condom Facebook:
https://www.facebook.com/lovecondombyremedpharma
Love Condom Twitter:
https://twitter.com/lovecondombe
Remed Pharma:
BBDO Belgium:
