Energy company Nuon, part of Vattenfall, was for eight years an official sponsor of the Dutch Football Association (KNVB). One of the projects in which the sponsorship took shape was the selection of the Official Nuon Ball Boys (and girls) for the practice and qualifying matches of the Dutch national team in its run up to the European Championship and the World Cup.
Maussen Communications & Public Relations, part of the Dutch PR Group, was responsible for the PR strategy and execution of the sponsorship campaign. By highlighting the opportunity to become an Official Nuon Ball Boy, the regional and national selection days and the final appearances of the ball boys during the matches of the national team, the media got closely involved with the campaign throughout the year. Prior to the World Cup in South Africa in 2010 we launched the Nuon Energy Shirt: a temperature-sensitive t-shirt that turns orange once the tension and body temperature rise.
We also developed a concept to facilitate the selected Ball Boys in becoming ‘local heroes’, attracting the attention from local and regional media. As a result, Nuon got profiled as a facilitator, which built up their brand awareness and esteem.