Crelan has been active in cycling for a very long time with heroes like Sven Nys & Wout van Aert. The bank was looking for a new opportunity and got a golden one and decided to partner up with the team IKO-Crelan. This team also has some star power with Sanne Cant. She won the World Championship cyclo cross in the elite category in 2017, 2018, 2019, and won the European Cyclo-cross Championship in 2014, 2015 and 2017. She rides in the team with her cousin Loes Sels, who is also an elite champion. This gave Crelan the occasion to promote female sports and it wanted to do the same as it does with every partnership: close the gap between the fan & the athlete (tussen sporter & supporter).
WAVE created different media formats fit for the Crelan brand on different occasions. A social media content plan was put together to show these great Belgian athletes to a broad fanbase. We made video content for social media but you will have to wait for that because the season just started. What we can share is the first concept: ‘Sanne’s Cant’: she grills her teammates to choose the right side depending on how well her teammates know her.
Given the season just started, we are gradually launching all the content on the dedicated website www.crelansport.be and the first results are great. Our cycling fans have clearly found their way to the dedicated social platforms and the website.