To fuel the emotions of the nation we needed to let these new supporters' stats live among our thriving fanbase. The Belgian Heartbeat was able to succeed to show the emotional state of our country via a well-thought connections plan with a perfect mix of paid, owned, and earned media. For the numerous Red Devils fans, the Belgian Heartbeat was also an absolute added value as a supporter. It united the supporters even more and statistics were even used on national tv as a part of live coverage of Euro 2020.

In the run-up to EURO2020, the excitement among supporters was rocket high, Belgian supporters believed it was possible for our national football team, the Red Devils to win the European Championship and so did Proximus. Proximus wanted to highlight their partnership in a meaningful way to tap into this national feeling of excitement.

As the main sponsor of the Red Devils, being at the led boards is not enough, and being the biggest telco provider in Belgium we wanted to create more engagement and do something that hasn’t been done yet. We want to create a national feeling around the Red Devils.

From our think possible positioning, we wanted to make something possible within football that had not been done yet. By showing the emotional state of the nation, we fueled their emotions using our technology. We let Belgians experience our added value at the heart of every game.

The Belgian Heartbeat is the first statistic that calculates emotional intensity in real-time. The magic of football is in the emotions it evokes. But the post-match analyses are all about the number of passes, the goals, and the cards drawn. Focused on the players but never their supporters. Having the whole country in high hopes for the Red Devils we wanted to visualize their emotions to create more engagement. So, we introduced a new official statistic that made it possible to fuel emotions. Thanks to connected bracelets measuring heartrate, decibels, and movements during each game of the Belgian Red Devils. This real-time data was converted into national averages shown as infographics. The Belgian Heartbeat reunited all the fans behind the Red Devils through emotion.

Digital and telecom are largely about experiencing your passions, from watching your favorite Netflix series to watching tennis matches on your smartphone. From our 'think possible' positioning, we went looking for a way to make the experience of football fans even more intense. Football is emotions. So, how can I, thanks to Proximus as a sponsor, experience even more and get even more of that emotion that football brings?

Insight: There is an enormous amount of data available in football. We measure the players' goal average, passing accuracy, and the exact distance they cover during a game. The measurements stay all very factual and don’t move you. We started thinking about which metric we could add to make a greater emotional experience.

Proximus is a digital expert with a lot of knowledge about data and connectivity and we brought those two things together to fuel the emotions of the nation.

200 supporters from all over the country received a tracking device that measured heartbeat, movement, and decibels. During each game, all supporter statistics were captured with customized software that converted these data into averages linked to real-time actions on the pitch.

Before the Euro 2020, we announced and explained the activation with digital led boarding during the friendly game beginning of June, but also with display banners on news sites, videos on SoMe, and influencers kicking off the contest to win a polar device to be part of the panel.

Before each match of the Red Devils, we pulled off social organic and engaging content such as a poll and influencers reminding other supporters to watch the game.

And after each match, the results were shared with the press and digital OOH, and social media. So that everyone could see Belgium’s emotional state during each match, reliving these emotions.

Our supporters’ stats were used on National TV during live commentating.

• On social media, the supporters’ stats generate the highest engagement rate ever for a Proximus campaign with an engagement rate of 14, 52%.

• We reached 78% of all Belgians.

• We had 768 DOOH in 89 major cities.

• The Belgian Heartbeat will be calculated again during this year’s World Championship in Qatar. Everyone in Belgium with a wearable will be able to link up with our real-time dashboard. Again, fueling the emotion of all Belgian supporters. Hoping it will help our national team to win their first big tournament.

• Thanks to The Belgian Heartbeat everyone felt part of one big team.