BNP Paribas Open Promo, Case study RSCA HYMN by Publicis Brussels

RSCA HYMN

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Associate Creative Director Tom Berth, Geert De Rocker
Executive Creative Director Paul Servaes
Creative Director Alain Janssens
Copywriter Eric Becker - Marko Leus - Willem De Geyndt
Producer Lies Bronselaer
Photographer Jurgen Rogiers
Digital Creative Denis Evlard
Released April 2012

Credits & Description

Category: Corporate Communication
Advertiser: BNP PARIBAS FORTIS
Product/Service: RSC ANDERLECHT SPONSORSHIP
Agency: PUBLICIS BRUSSELS
Executive Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Associate Creative Director: Tom Berth/Geert De Rocker (Publicis Brussels)
Web Production: Bureau 347 (Bureau 347)
Copywriter: Marko Leus (Publicis Brussels)
Digital Creative: Denis Evlard (Reed.be)
Adaptation: Jérôme Van Den Broeck/Nathalie Delchambre
Strategic Director: Tom Theys (Publicis Brussels)
Account Team: Sabrina Schuller/Jeannette Westerhout (Publicis Brussels)
Digital Services Director: Nadia Dafir (Publicis Brussels)
Web Agency: Jérôme Franck (Bureau347)
Project Manager: Dorian Van Bever (Publicis Brussels)
Technical Director: Melvyn Hills (Publicis Brussels)
Technical Director: Melvyn Hills (Publicis Brussels)
Interactive Art Director: Sven Grothe (Publicis Brussels)
Motion Design: Nicolas Hicorne
Art Buying: Laurence Maes
Photographer: Jurgen Rogiers
Retouching: (Beefactory)
Graphism/Typographer: Christophe Vantricht
Traffic/Production Manager: Marleen Hemeleers
Agency Producer: Marc Van Buggenhout
Music: Kris Debusscher
Sound Design: (Sonicville)
Producer: Lies Bronselaer (Ristrettofilms)
D.O.P.: Patrick Otten
Editing Company: (Mikros Image Brussels)
Postproduction: Mikros, Cobra, Alexisfilms
Case Movie: David Milieikowski, Thomas Landeloos (Milly Films)
Client Contact: Alain De Greef/Emilie Jacqueroux/Morgan Libert
Media placement: tv spot - Online - 28/04/2012

Summary of the Campaign
Royal Sporting Club Anderlecht is Belgium’s most prestigious football club. And for 30 years, BNP Paribas Fortis had been its proud sponsor. In order to celebrate this sponsorship anniversary, we wanted to offer a present to the club’s most precious asset: its supporters. We chose the 1 thing the club didn’t have: a hymn that unites all fans.

All club fans were invited to write and select the lyrics together. Then they were asked to rehearse and sing the new hymn in front of their webcam, even record themselves while doing so. Finally, they were invited to join in singing the song at its première.
At the launch of the hymn, Anderlecht won the ‘classico’ against all-time rival Standard 5-0. They took the lead in the championship and became the national champion at the end of the season.

The Situation
Royal Sporting Club Anderlecht is Belgium’s most prestigious football club. And for 30 years, BNP Paribas Fortis had been its proud sponsor.

Belgium is a country with 3 official languages, 4 regions and 5 governments. It’s a divided country with Brussels right in the middle. Being the capital’s biggest club, Anderlecht is a perfect reflection of this Belgian situation: a heterogeneous fan base from different classes, language groups and cultures. Symbolically, RSCA Anderlecht is one of Europe’s very few top teams that don’t have a personal hymn to be proud of. To celebrate the anniversary of BNP Paribas Fortis’ 30-year sponsorship, we wanted to involve the fans. But we found ourselves confronted with a scattered fan base that was really hard to activate. On top of that, BNP Paribas Fortis had the bad reputation that most banks suffered from, right after the financial crisis.

The Goal
Being a bank to whom relationships have the most important value, we wanted to reunite the club, the sponsor and especially the different fanclubs around 1 common project. We didn’t want a one-off birthday present or a single insert ad campaign. Instead, we wanted to make a mark that would last.

The Strategy
Let’s create a hymn together for the club of our heart.

BNP Paribas Fortis had a musician compose the melody. Via a dedicated website, all Anderlecht fans were invited to propose lyrics. All proposals were posted on a website wall for everybody to see. Site visitors could submit their ‘like’ for each line.

When the song was written, fans were asked to rehearse the song in front of their webcam and record themselves while doing so. Finally, they were invited to join in singing the song on its première during the most tense match of the season; the ‘classico’ against rival Standard.

Execution
PHASE 1: CO-CREATION
Before the season, a TV and print campaign invited the fans to take part, for 6 weeks. On a website they could propose lyrics and ‘like’ proposals made by others. At the end of this phase we proposed 2 text versions and let the fans vote.

PHASE 2: REHEARSAL
For 1 month fans rehearsed the song before their webcam and submitted their performance on a wall. During the pre-season matches, fans could sing the song in a ‘sing box’ in front of the stadium, performances that would be used in the videoclip of the hymn.

PHASE 3: REVEAL
For 2 weeks, posters announced the première, right before the game against historical rival Standard. In a webfilm several players pushed the fans to sing along. At the première 25,000 purple-white scarves were distributed in the stadium. 1 side featured the lyrics; the other side, the slogan, 'one team, one voice'.

Documented Results
125,593 fans participated in the write and sing phase.

At the launch of the hymn, 25,000 throats sung along in an emotional première - goosebumps included.

Anderlecht won the ‘classico’ against all-time rival Standard 5-0. They took the lead in the championship and became the national champion at the end of the season.