A look back at the Belgian Excel Championship in 2016.
A short email asking whether we could help with the PR for the Belgian Excel Championship became the starting point for three intensive but rewarding months filled with spreadsheets, formulas and a great deal of green. Yes, a Belgian Excel Championship: an unusual concept that we look back on with enthusiasm.
The project brought together several essentials of PR and event planning. Fittingly, they can be explained through the letters of EXCEL.
E: Enthusiasm and engagement
PR can be unpredictable. It requires flexibility and the occasional last-minute sprint. Enthusiasm for the work helps a team go the extra mile and develop an integrated plan, even when time is short.
Commitment to the idea matters too. At Progress Communications, an original concept such as the Belgian Excel Championship immediately appealed to us. Encouraging as many people as possible to enter was a challenge we were happy to take on.
X: The X factor
To stand out, the campaign needed something distinctive. We created different videos for different audiences, with the aim of generating interest in Excel and the championship on social media.
A well-known Excel coach travelled around Belgium to test people’s spreadsheet knowledge. That approach proved effective: Belgium achieved the highest number of registrations among participating countries, ahead of markets including Canada, Mexico and China. For a relatively small country, it was a result to be proud of.
C: A communications cocktail
Following the success of the videos and media outreach, Microsoft asked us to organise the Belgian final as well. Finding the right balance between PR and the event itself was essential. The occasion needed to reinforce the core message, rather than overshadow it.
For the final, Excel green appeared throughout the decorations and cocktails. We invited the press, supporters and the five finalists. The event brought the online campaign into a shared experience and gave the media a concrete moment to cover.
E: Expertise and essence
Combining PR and media knowledge with event planning experience helped us bring the story to the right audiences and meet the campaign objectives agreed with Microsoft.
The project was partly about finding Belgium’s best Excel user, but it also had a broader purpose. Excel was already familiar to the audience; the championship gave people a different way to think about the brand. By presenting it in an unexpected context, the campaign challenged some of the associations surrounding everyday spreadsheet software.
L: Loud and full of love
Underneath the competition was a brand affinity campaign. We wanted to share an upbeat message with existing fans, new users and the media.
The team combined press releases, interviews, social content and media outreach with an Excel-themed after-work event as the finale. Together, these activities generated more than 35 pieces of online and offline coverage, as well as several radio interviews. The story also travelled beyond Belgium to the Netherlands and France.
On 18 November 2016, Joke Vranken won the first Belgian Excel Championship and qualified for the world final scheduled for February 2017. Her win provided the campaign with a clear concluding story.
Wondering how PR and events could work together for your organisation? Our technology PR team can help turn a specialist subject into an engaging campaign. Contact Progress Communications to discuss your plans.
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