After working on its awareness and positioning for two years, Bruxelles Formation wanted to develop an activating campaign to recruit new trainees for some of their courses.
There was a need to refresh and modernize these trainings. Our mission was then to find a solution to speak to the target audience in an aspirational way, to get them to consider one of these courses, initially perceived as unattractive.
To promote these trainings, we wanted to adopt the contemporary codes of the main target (18-35 years old) and create a genuine feeling of belonging to a group. That’s why we created the BXL F.C, a training club to which the students of Bruxelles Formations are proud to belong to.
BEYOND THE CAMPAIGN – THE BRUSSELS F.C JERSEY
Since the sense of belonging was a key element of our campaign, we paired up with a young designer from Brussels (Milan Quadens) that would be relevant to our target group. With his help, we produced the official jersey of the BXL F.C. The jersey was used in the communication and became an object of desire : we gave trainees the opportunity to win the jersey during events promoting the trainings available at Bruxelles Formation, and the contests were very successful.