Leffe and ‘Nationaal Debat National’ go international

Last summer, Leffe wanted to stimulate the debate. And they succeeded: the 'National Debate National' campaign went international and even made it to the covers of Wall Street Journal, Euronews and ZDF.

The starting point: the complex political situation in Belgium.

Our country was never as torn apart as after the elections on 26 May. Not even in 2011, when we already set the sad world record of 541 days without government.

As a Belgian beer brand, Leffe wanted to send them a strong signal and avoid beating that world record again.

So, it's time for a good conversation. And there is no better way to discuss in depth than with a nice Leffe on a terrace.

Leffe decided to take the national debate into his own hands. First with a Facebook page that served as a petition. Anyone who wanted a new government quickly liked the page.

Stunts provided nice content and more visibility for the page. For example, the headquarters of N-VA received a delivery of red Leffe Ruby: "Bart, een beetje rood à ta table?" A palette of yellow Leffe Summer arrived at PS: "Elio, un peu de jaune aan je tafel?". And even King Philip had to face up to it: just before the national holiday, he received a delivery of Leffe Royale. As a motivation to quickly appoint a formateur.

The apotheosis came after 100 days without government: the largest terrace ever. 1000 tables on the language border. 1000 Walloons and 1000 Flemish people were invited via Facebook to make 10 compromises, as an example for the politicians. You can see the result in the stunt movies and the case movie below.

Results

  • 95% of the participants reached a compromise in on average 17 minutes
  • 69% of population reached
  • 24M impressions
  • +13% sales

Credits

  • Client

    Leffe, AB Inbev

  • Contacts

    Arnaud Hanset
    Mauranne Temot
    Alexis Meeus
    Olivier De Pooter
    Laure Stuyck

  • CD BBDO

    Jan Dejonghe

  • Creatives BBDO

    Ariane Floderer
    Gilles André

  • Account team BBDO

    Antoine Bouvy
    Ward Braeckevelt

  • Chief Commercial Officer

    Daniel Schots

  • Strategy

    Jan Van Brakel

  • Design

    Frank Schouwaerts
    Jorrit Michiels

  • Final art

    David Vanderbist

  • Head of RTV

    Patricia Van De Kerckhove

  • TV Producers

    Renée Vermeire
    Silke Ricour
    Eva Segers
    Marlies Neudt

  • Videographers

    Jasper Vanhauwaert
    Jonas Van Gestel

  • Editors

    Dejvi Vandeveire
    Jonas Van Gestel

  • Motion Designer

    Valentin Taminiau

  • Sound Production company

    BBDO Productions

  • Sound producer

    Nicolas Van Poeck

  • Sound engineer

    Mathieu Schots

  • Long copywriters

    Andy Vandeborne
    Siglinda Paquay
    Martijn Beckers
    Debby De Ridder

  • Digital Strategy BBDO

    Kim Leunen

  • Digital Campaign Executive

    Michiel Dierickx

  • Digital Project Manager

    Karlien Fabré

  • Digital Development Director

    Jonathan Pardon

  • Director of Data

    Glenn Rongé

  • Content Manager

    Orry Van Den Abbeele

  • Front-end developer

    Jérôme De Boysère

  • Traffic planners

    Karine Uytterhoeven
    Monique Van Moer

  • Brand activation company

    Demonstr8

  • PR agencies

    Oona
    Ketchum

  • Media agency

    Vizeum

More inspiring cases