BEST OF BELGIUM AND BEST ACTIVATION GOLD: Brussels Ketjep – The MAUVE Sauce: Brussels Ketjep & RSC Anderlecht

A small sponsor of RSC Anderlecht, Brussels Ketjep a young enterprise making premium sauces, partnered with the club to launch a unique sauce with true purple club colours. The MAUVE sauce. The objectives for both brands were clear from the start. Brussels Ketjep could team up with one of the biggest sports brands in Belgium, with over a million followers on social media and reaching both parts of the country. For RSCA, it created the opportunity to team up with a local, dynamic brand and to launch a complete new type of partnership and fan action.

What The Judges Said: This sponsorship activation boosted brand awareness on a national level without needing to invest in big classic media campaigns and still guarding the Brussels connection. As well as hospitality, visibility and sampling there was a direct revenue model with clear and measurable KPI’s for the partnership.

BEST ACTIVATION SILVER: Ethias – Hotel Mama by Ethias

To become more top of mind with a younger, Flemish target group, Ethias was looking for an original activation before and after the Pukkelpop music festival. With the youth platform Start Life by Ethias and specific products for young people such as the Ethias Starter Pack and Ethias Young Drivers, Ethias helps young people who leave the parental nest stand on their own two feet. Hotel Mama by Ethias was a stand where festivalgoers could have their dirty shirts washed and receive an original T-shirt from the talented hand of comic queen Niet Nu Laura. Pukkelpoppers were also able to relax in the upstairs lounge where festival-goers were spoiled with a foot bath, face masks, cookies … and of course a pleasant chat with the Ethias mums.

What The Judges Said: In the crowded field of music festival sponsorship sponsors need to stand out without being overly commercial. Hotel Mama showed that a sponsor who provides benefits to fans and creates experiences will be rewarded with media exposure and brand likeability and relevance. This is especially important when making young people think about insurance as a part of their lives.

BEST ACTIVATION BRONZE: ING – Re-Charge Your Senses At Tomorrowland With ING

Recharge Yourself’ is a unique ASMR festival experience created by ING Belgium and ING Netherlands. ASMR is a phenomenon which creates a specific and inexplicable feeling that starts in the back of your head and runs entirely through your spine into your limbs. ING has a long history of forming partnerships with leading summer music festivals in Belgium and wanted to continue to stand out.

What The Judges Said: ING used this sponsorship to evolve their activities at music festivals towards building a concept where rational services, such as the cashless system that is supported by ING, could be combined with an emotional connection with festival-goers. This sponsorship met its objectives of brand awareness, likeability and consideration.