Crelan, a bank and insurances company, has been a dedicated sponsor of the Borlée Family for years and was looking for some content marketing ideas to widen their partnership. The athletes Kevin, Jonathan, Dylan and Olivia are well-known sprinters on the IAAF circuit and were preparing to participate on the World Championships 2017 in London.
At the WAVE offices, we started this phase by searching an overlay between the Crelan values and the Borlée Family. Once these were set, we started working out some ideas from a fan’s perspective. What is nice for me to know about the family? What can Crelan offer me that I didn’t know yet about the athletes? The preparation towards World Championships 2017 in London was the perfect timing to communicate about the members of the Borlée Family and to share some insights about the team around the athletes.
Wave point concepts
Since Crelan was looking to promote their partnership while boosting brand-awareness, we opted a full video content marketing plan. Three video concepts survived the storming and were implemented in an overall social media content plan. Those concepts fitted the brand values, being ‘connected, ‘personal’, ‘responsible’ and ‘respectful’, and the family perfectly: Familiepraatjes, Team Borlée and De Snelste Borlée.
Thanks to 10 videos posted on Facebook and Twitter, Crelan was talking about the athletes for five weeks. The exact period the athletes were hot news trying to reach the entry standards for the WC’s. In this period we reached more than 2 million people….