Proximus is the sponsor of the Proximus League, the second division of football in Belgium. In this league, there are 8 teams. They wanted a fun goodie to give out to fans during different events such as the fan days, or before and after games. We developed a coloring book for which we created custom drawings of each team. Fans will recognize their team’s gift shop, mascot, stadium, etc. in there. On each page, the Proximus sponsoring is clearly visible on bleachers, flags, …

In the middle of the book, there is a poster featuring an empty soccer playing field with the Proximus logo on the bleachers, and a sheet of stickers. Thanks to the big poster, Proximus gets a permanent place in people’s houses. The stickers are of a special material that is made to be colored in. This way, each child can color them in the colors of their favorite team and then create their own game situations by sticking them onto the poster.

Proximus was very happy with these goodies, they were “THE gadget during the summer”, and kids were “super excited when they saw that their book was personalized for their favorite team”. Finally, “the promotional impact was much greater than with another gadget because the Proximus logo is on every page and families spend so much time with your brand while coloring in the drawings”.

BNP Paribas Fortis

In Belgium, BNP Paribas Fortis sponsors one of the biggest football teams in the first division, RSC Anderlecht. Each year, they participate in the team’s fan days, making use of their partnership to reach a younger audience. We helped them do so by creating a fun gadget for them to be given out to kids or parents during the events: a coloring book that was tailor-made for the team, with illustrations depicting their stadium, their mascot, etc.

Not only did they want to have an impact on children through storytelling, they also wanted to boost traffic to their website, so we found a way to make this happen. On the back of the book, we explained that there was extra content available online linked to a contest: kids could download more drawings, color them in and submit them, and then players would choose 11 children who could come with them on the field at the start of the next game. This way BNP Paribas Fortis could also gather information about the participants, allowing them to create a database for their next marketing projects.

In short, we helped BNP Paribas Fortis offer young football fans an amazing experience through a fun gift that served as a marketing tool at the same time. Because their brand is present on each page of the book, they made a lasting impact.

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