Crelan & the Crelan-Charles cyclocross team


01

Kick-off

Crelan, a bank and insurances company, has been a dedicated sponsor in the cyclocross world for years now and was looking for some content marketing ideas to communicate and get in touch with other prospects than the well-known cyclocross fans. Crelan-Charles is a well-known Belgian team in cyclocross with World Champion Wout van Aert as absolute exponent.

02

Wave-storming

Since we knew Crelan from the last project with the Borlée family, the brainstorming for this content marketing plan was a lot easier. From the beginning we were well aware of the sensitivities Crelan had and what message they wanted to communicate: Their core-values, being ‘personal’, ‘responsible’, ‘respectful’ and ‘connected’. As always we started from the fan’s point of view. What do I, as a fan, want to know about the Crelan-Charles team? What content can Crelan offer me, as a fan, an added value?

03

Wave point concepts

Communicating the values of Crelan was a main focus in this project. Together with bringing this content towards both cyclocross enthusiasts and occasionals. First of all we implemented a big launch of the campaign with ‘De andere kant van Wout’. After this big kick-off we kept communicating through concepts as ‘Team Crelan-Charles’, ‘Schakelen met’ and ‘Weetjes uit het veld’.

04

Roll-out

We implemented these video concepts in a social media content plan from November 2017 until March 2018 on Crelan’s Facebook and Twitter. The website crelansport.be was implemented as well as a contenthub for all their upcoming sports content. The launch video’s of ‘De andere kant van Wout’ reached over 1 mio Facebook fans and was shared over 2000 times. We guess we offered the fans an added value, Crelan enjoyed from the side line….

Client:Crelan
Link:www.crelansport.be
Type:Brand awareness, activation, content, storytelling
Media:Facebook, Youtube, Instagram, Website

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