The central idea of this campaign was "to show our Red devils the way to Brazil in an original way".

Fans could enter the contest on Facebook by uploading a picture in which they "show the Red Devils the way to Brazil". Participants had the chance to win 2 tickets to Brazil.

In order to get people to participate on Facebook we launched an original field promotion. At the exact moment that Belgium qualified, a team of promos were sent to 16 cities in order to place 1,500 road signs aroud Brazil.

Awarness of ING being a partner of the Belgian Red Devils almost doubled: TOM of 18% and aided awareness of 31% leaving all traditional sponsors way behind.

Estimated reach:

Owned media- 859,000

Paid media- 10,946,318

Earned media- 4,667,067

TOTAL- 26,472,385

Budget:

Action- 100,000

Paid media- 85,575

TOTAL- 185,000

Cost per contact: 0,007€