The results
The Challenge
During the Hockey World Cup, Belfius wanted to bring its partnership with Belgian hockey to life in a highly visible and engaging way.
Their ambition? To move beyond traditional sponsorship visibility and create a memorable fan experience that would strengthen the connection between Belfius, the Belgian teams and their supporters.
© Belfius and Bureau Rouge
The Approach
We turned the Belgian hockey teams themselves into the heart of the activation.
Two large-scale Belfius Be Unstoppable Team Walls were created and strategically positioned in the Public Plaza, situated right next to the Belfius Arena: one featuring the Red Lions and one featuring the Red Panthers.
By incorporating a dedicated space within each team picture, fans could literally sit down as a part of the team, alongside their favourite players, and capture the moment.
The Results
The two 10m x 4m Team Walls became highly visible landmarks in the Public Plaza and a popular photo opportunity throughout the tournament.
Their prominent location, impressive scale and interactive set-up generated strong natural stopping power and organic fan engagement, with everyone passing through the Public Plaza encountering the activation.
Belfius successfully transformed its hockey partnership into a tangible brand experience, bringing together players, fans and the Be Unstoppable spirit.
Our role
Golazo Brands managed the activation from concept to execution. We developed the creative concept, translated it into a high-impact physical experience, coordinated the production and ensured the activation was successfully implemented on-site throughout the Hockey World Cup.
SERVICES
- Strategy
- Activation
CREDITS
- Golazo Brands
- Belfius
- Bureau Rouge
#BEUNSTOPPABLE
As one of the main partners of Belgian Hockey and with the stadium being named after the company, Belfius already had a strong connection with the national teams.
Through this activation, we managed to get the Belgian Hockey Fans involved as well, through an activation with a lot of visibility, which required very little effort of the fans.
With a prominent location on every fan’s way to the stadium and with an impressive scale and interactive set-up, the Be Unstoppable Team Walls generated strong natural stopping power and organic fan engagement.