Maes 0.0% is a sponsor of the Deceuninck-Quick-Step Cycling Team or, as they like to call themselves, "The Wolfpack". The brewery sees the Wolfpack as the ideal ambassadors to draw attention to a highly topical issue: "don't drink & drive". To strengthen that message, the riders dressed up in a special jersey for the GP Samyn (2021).
We were thrilled by this idea. Not only because we've a great affinity for cycling but especially because of the clear and strong message of the campaign. In collaboration with Oona Agency, we developed the right strategy and output to spread the campaign across the Belgian media landscape. We focused mainly on the French-speaking press but also included the Dutch-speaking and foreign press. Our contribution to the campaign: content creation, pitching and preparing corporate interviews with the CEO of Alken-Maes, compiling and sending out seeding packages. Our goal was to reach the broadest possible audience. The result is a total of 60 clippings and an OTS (opportunity to see) of over four million people. With coverage in newspapers such as La Libre Belgique, Le Soir, Het Nieuwsblad and the print and online publications of the market leader in the south, Sudpresse, we largely exceeded expectations.