When the Belgian football team could not qualify for Euro 2012, the enthusiasm for the Red Devils was at its lowest. For ten years in a row, the team has been missing every major tournament. The Belgian football Association came to us for a campaign linked to the qualifying matches for the World Cup 2014. The Brief: recreate the enthusiasm for the Red Devils.

We launched one of the most original campaigns ever: the Devils Challenges. For every qualifying match, the players ask the fans to help them. If they succeed in doing so, the players return the favour. All communication went directly from players to fans via their own Facebook and Twitter pages. The outcome of the challenges could be followed directly on a specially created Facebook page. Very soon, an open dialogue emerged here between players and fans. Footballers are no longer the prima donna's they're so often taken for, but hardworking team players. For once even the media put their criticism totally aside. The national football stadium is completely sold out for three times in a row, an absolute first. The Red Devils still have a long way to go to qualify for the World Cup. But the fans are already convinced that they will become World Champion.

All communication went directly from players to fans via their own Facebook and Twitter pages.

The outcome of the challenges could be followed directly on a specially created Facebook page.

Very soon, an open dialogue emerged here between players and fans.

‘The Challenges’ generated a genuine hype. Each new challenge was an event. The cynicism of the media made way for surprise. Talkshows zoomed in on the campaign in prime time. Newspapers analyzed the new phenomenon. Reps of the Football Association had a field day explaining The Challenges. And all this happened without a significant media investment. PR-mission accomplished. And what's even more: The national football stadium was completely sold out for four times in a row.