Belgian Football was experiencing severe issues: · Violence against referees at ultimate high · Recruiting people that still want to be a referee is becoming difficult · A growing number of incidents near the pitch · How to switch these negative football associations into positive? Not by window dressing! · We needed to find a mechanism that could change these football associations: · Turn rivalry into courtesy · Aggression into enthusiasm · Hostility into bonding
Via a tailor made application, we created a new competition to make football even more fun! Weekly rankings, a score per game, all the first teams, from fourth provincial to 2nd league, with value for the winner of every ranking and even publishing in the paper.
The BBF score is completely independent from the regular result of the game and is given by all those, attending the game: fans, players and referees. So everybody participates in the BBF score.
On January 20 2015 UEFA President Michel Platini came to Belgium to launch the BBF app, which is the keystone for the new competition.
On one hand we did campaigning by means of editorial content media partners: · Print advertisement · A print campaign in the football canteens · Editorials · TV demo
On the other hand, we campaigned via our social Belgian Red Devils Channels: Facebook & Twitter.
The BBF app generates content that can be found on a weekly basis in an editorial in the biggest Belgian National Sports paper.
“Everybody participates in the BBF score.”
As a result of the mobile campaign fans and players created unique events to boost the BBF score of their teams. This transformed the attitude towards football. With BBF you become the champion by having the most fun, not by beating your rivals. 1 month after the launch it was downloaded 500.000 times.