Fans are the heartbeat of sport. With “Roep met ons mee”, Lotto wanted a campaign that would not only energize stadiums, but also extend fan engagement far beyond the games. The goal was to create a two-year movement that celebrates supporters, unites communities, and gives a voice to millions of fans across Belgium.

We designed and executed a campaign that lives both on and off the field. Live activations invited fans to step into the spotlight, while content captured the energy of supporters in real-time.

Digital channels amplified the movement, turning stadium cheers into engaging social content on Instagram, TikTok, and WhatsApp. Influencers and creators helped extend the reach into their communities, while CityCubes coordinated production and on-site operations across multiple events, making sure each event delivered maximum engagement and excitement.

“Roep met ons mee” transformed passive supporters into an active, nationwide fan movement. Millions of fans across stadiums and social media were energized, seen, and heard, amplifying the connection between Lotto and Belgium’s national teams. This campaign proves how live activations, combined with digital storytelling, can turn enthusiasm into measurable engagement and lasting impact.