LEAST KNOWN FOOTBALL TEAM by Ldv United for VMMTV

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LEAST KNOWN FOOTBALL TEAM

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Belgium
Agency Ldv United
Director Steven Cuypers
Creative Director Kristof Snels
Art Director Manuel Ostyn
Copywriter Pieter Staes
Producer Hans Barbé
Released January 2010

Credits & Description

Category: Corporate Information
Advertiser: VMMTV
Product/Service: TV MEDIA SPACE
Agency: LDV UNITED
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Entry URL: http://ldvkannevv.wordpress.com/
Art Director: Manuel Ostyn (LDV United)
Copywriter: Pieter Staes (LDV United)
Creative Director: Kristof Snels (LDV United)
Strategy Director: Henk Ghesquière (LDV United)
Account Director: Petra de Roos (LDV United)
Account Manager: Katrien Vreys (LDV United)
Digital Strategic Planner: Kristof Janssens (LDV United)
Producer: Hans Barbé (Kanakna)
Director: Steven Cuypers (Kanakna)
Media placement: TV Campaign - 7 Spots - VTM / 2BE / Jim TV - 18/01/2010
Media placement: Print Campaign - 1 Print Advert (Follow-Up) - De Morgen / De Standaard - 13/02/2010

Results and Effectiveness
Thanks to a normal TV campaign, the players of Kanne VV got really famous within 3 weeks. In no time Kanne VV was talk of the town in various media such as radio shows, national news, magazines, newspapers, online... Next to that brand awareness rose from 2% to 60%. The amount of visitors on Kanne's website skyrocketed to 40.000 unique visits, more than most Belgian first-class football teams. Before the campaign Kannevv.be had about twenty visits in total. And last but not least, the number paying fans rose by 3000%. Proving our target that TV is still a big player.

Creative Execution
Creative solution: To prove the power of TV commercials we went searching for one of the least known and least attractive products on the market to advertise. To spice up the difficulty we chose something that already existed and is so ordinary, that making this sexy was almost an impossible job. So we ended up with the least-known football team in Belgium: Kanne VV. Except for the fact that they haven't won a single match this season in the lowest league possible, they play their matches on a field that lies somewhere in Flanders on a big hill. And if that isn't enough, the field lies far away on Belgium's country borders. All this is why Kanne VV barely has any fans (mostly 3 to 4 fans every match). Our goal: creating as much fans as possible for Flander's most sympathetic football team.

Insights, Strategy & the Idea

Client: VMMtv, the largest TV media sales house in Belgium. Briefing: Show big companies, ad agencies and media buying agencies that TV commercials are still powerful media. Objectives: In a fast changing world, where sexy online campaigns and guerrilla are gaining popularity every day, we wanted to show that TV commercials aren't dead at all. They still have the power to get to people's minds. And how could we do that? Not by telling it, but just by proving it with a strong case. Target audience: Big companies that have the budgets for TV campaigns, ad agencies and media agencies. Media: We reached our B2B audience via VMMtv's own B2C TV channels.