Scooore! Cécile on WK tour



The European football championship 2016 in France was one of the major events for Scooore!, a sports betting player in Belgium. Scooore! was looking for a content marketing plan for this event, in order to create brand awareness but mainly bring the Scooore! values to life.



WAVE started the ideation exercise from a fan perspective, but also taking into account the specifics of a big international tournament. Previous experiences with brand activation around tournaments resulted in an overall content marketing concept but with different possible implementations.


Wave point concepts

The concept tapped into, on the one hand, the values of fun-atmosphere-friends and on the other hand the fan experiences at big tournaments. Scooore! gave Cécile (Red Flame and playing at Standard de Liège) the mission to become the ultimate fan by meeting as many nationalities as possible and learning about their fan songs and attributes. She even swapped Belgian attributes for foreign ones… to become the ultimate fan herself.



WAVE created a complete content plan of over 75 Facebook posts, around 20 videos, 100’s of pictures, different contests, etc. This resulted in broad reach during the tournament and high engagement rates for the content, fully in line with the brand values and perfectly fitting into the fan experience.

Client:Nationale Loterij
Type:Brand awareness, activation, content, storytelling
Media:Facebook, Youtube, website, Metro newspaper, KBVB social channels

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