AG Insurance

AG Musette

Activation, Digital


Make sports count

Contest participants
Cycling musettes

As part of their partnership with classic cycling races Flèche Wallonne and Liège-Bastogne-Liège, we created and executed the ‘AG Musette’ campaign for AG Insurance from A to Z.

In the run-up to both cycling races, cycling fans could win one of 200 filled cycling musettes (in honour of 200Y AG) with cycling goodies and local regional products for 4 weeks. On top of that, 2 lucky duos could call themselves the winners of a unique VIP follow car experience in the wake of the men’s race during both cycling classics.

 Participants could win one of the prizes by playing a specially developed musette game and catching as many products as possible within 1 minute. We continued the campaign on the event days with a physical AG stand at the finish line. Using a digital spin the wheel mechanism, interested cycling fans could again win a stuffed AG musette or go home with a signed shirt of the AG Soudal cycling team or a handy bandana.

All this resulted in high participant numbers leading up to the cycling races (+10.000) as well as on event days (+4.500).


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