AG has been a loyal supporter of Paralympic Team Belgium, contributing to the development of Paralympic sports in Belgium for more than 10 years. By increasing the visibility of disabled athletes, AG can have a positive influence on their integration and inclusion in society.
To spread this message, we came up with the “Prove Impossible Wrong” campaign. This campaign had a clear goal: to raise awareness of Paralympic sports and give athletes the attention they deserve, by showing what they are capable of instead of focusing on their limitations.
Joachim Gérard (wheelchair tennis) and Ewoud Vromant (paracycling), two of Belgium’s top Paralympic athletes, were selected to star in this campaign. In the campaign videos, both athletes were featured while training and in their daily life. This highlighted the challenges they need to overcome in all aspects of life, making them a true inspiration for us all.
The campaign was rolled out for the Tokyo2020 Games (August-September 2021), using a mix of different types of media. With our well-structured media plan, we were able to reach a very wide total audience of over 3 million people, with an engagement rate significantly above the internal benchmark. Interest in paralympic sports increased by 17% compared to 2019 (Nielsen).
We created an impactful communication campaign with strong visual stopping power, allowing us to position AG as Belgian brand that exudes warmth and human qualities, a reflection of our “Supporter of your life” tagline and proof of our commitment to give back to society.