EDF Luminus: The 12thDevil

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.

Campaign details

Agency: Havas BrusselsCountry: Belgium

Background

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...

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