NOC*NSF – TeamNL - Real Orange
Brief: Launch TeamNL to connect the Dutch nation with the best Dutch athletes, and inspire them by showing how, through dedication and hard work, down to earth people can achieve extraordinary things. ‘Excellence is no coincidence’.
Campaign: There’s nothing more inspiring than reality. The Echt Oranje (Real Orange) campaign was driven by one simple question – what’s it really like to be on TeamNL? Working with the athletes, coaches, Helden and Humberto Tan, we brought the best of the Netherlands so close you could almost smell their sweat. With unique insight into their daily lives, fans experienced first hand the highs and lows of elite sport. Making full use of all media, they could interact, support, and celebrate with their heroes and truly feel a part of TeamNL.
Results: ‘Echt Oranje’ inspired 81% brand recognition in only 5 months, nearly half a million TeamNL app downloads and 152 million Twitter mentions. The new TeamNL brand has not just become as household name, it’s already a source of national pride and unity.
Sports and leisure