Campaign details

Agency: Havas Brussels
Country: Belgium


Having signed a sponsorship deal with the Red Devils, Luminus wanted to leverage the sympathy surrounding the national team to help grab the attention of customers and create a positive context in a low engagement sector: the energy sector.

A few months before the start of EURO 2016, Luminus wanted to put more emphasis on their partnership with the Red Devils by differentiating from other sponsors. They wished to stay true to their core values of proximity and customer-obsession as well as be relevant with their main business: creating and transmitting energy.

The campaign needed to use activation to bring the brand to life through the engaging medium of the Red Devils. As we got closer to the EURO 2016, nearly all Belgians became fans of the Red Devils. How can Luminus, as an energy provider be relevant for fans and show that, as always, Luminus is at their service?

National context of the campaign