Baloise – an insurance company – is the sponsor of Nina Derwael, the Olympic Champion in Gymnastics, and of Gymfed, the overarching federation of the gym clubs. In October 2023 the World Championship Gymnastics was held in Antwerp. But Nina fell out – last minute – because of an injury. The perfect timing to celebrate the resilience of Nina as a professional athlete.

• Brief

How can we leverage the sponsorship of Nina before and during the World Championship to raise awareness for the brand by interacting with customers, prospects and brokers.

• Objectives 

Brand building and raising awareness for the mission of our client: “we insure what inspires you”.

We created a huge portret of Nina Derwael – 35m2 - made out of 33.000 plasters. Every plaster stands for a time it didn't go so well for Nina. A hurdle, a bump in the road or a failure that made her come out stronger and turned her into the Olympic champion she is today.

The campaign was built up towards the live reveal of the portrait by the mother of Nina Derwael. National Press and specialised Sports Press were invited to the event. Evidently there was a lot of interest. The online campaign and Digital Out-of-Home billboards in Antwerp urged people to go and watch the portrait themselves. Like that we boosted Organic content on Social platforms as well. The target audience is everyone who is in the market for insurances, both families as single persons, and brokers selling the insurance products.

• Implementation: A huge portrait of 7m x 5m made out of 30.000 plasters 

• Placement: Stadsfeestzaal in Antwerp

• Timeline: 18th September until 23rd October

• Scale: PR coverage + Online and Social Video

The campaign was picked up by the largest newspapers of Belgium and was covered on the TV news. Resulting in over 10.000.000 impressions with an estimated value of over 350.000 euros.

Belga NL

Belga FR

Het Laatste Nieuws

hln.be

vrtnws.be

dhnet.be

lalibre.be

rtl.be

ATV / gva.be

MM.be (NL / FR)