In the stadium, the energy of the supporters can make the difference and help their team to win. But what if we could help the millions of people who are not in the stadium to pass their energy to the Red Devils?

So, we created the 12th Devil: a connected figurine that we gave to the Red Devils to accompany them during the Euro competition. Every time somebody encourages the Red Devils online or on the social media, the figurine instantly lightens up and transmit the message in real-time. The more people supports the team, the more the 12th devil shines. So, at every moment, the players of the Red Devils could see and feel the amount of energy of their supporters.

The 12th Devil connected figurine was +/-40 cm high and was given to Red Devil Team.

We identified all the different # used to support the Red Devils, including the ones of other sponsor brands. The platform was designed to gather in real time all the supporting messages posted on these #, in order to transmit all the social energy of Belgians to their team via the 12th Devil. This way, we put EDF Luminus above all the other # and sponsors.

The 12th Devil was also interacting with the supporters, in order to incite them to encourage the Red Devils. For example, datas and infographics about the energy of the supporters of each football team of the Euro competition.

The action has been launched through PR, social media, but also TV and radio commercial.

Impressions: 13000000 on FB, 3300000 on Twitter.

#12ediable (translation #12th devil) was the most used sponsor # during Euro 2016 in Belgium

PR & earned media: 72 728 mentions in earned media

Awareness of the EDF Luminus sponsorship: 47% among all the Belgians

Sympathy for the EDF Luminus multiplied by 2,5 and loyalty score multiplied by 5.