Celebrating 130 years Club Brugge with an interactive AR experience

Celebrating 130 years Club Brugge with an interactive AR experience

Key takeaways

In collaboration with Club Brugge and Yondr, the 'We AR Bruges' campaign is a fun and interactive way to explore Bruges and look back at 130 years of Club Brugge history.

  • Client

    Club Brugge

  • Services

    Digital product strategy Immersive and creative concepts User interface design 3rd party integrations UX design

  • Links

    Discover the campaign


In order to ade­quate­ly link 130 excit­ing years of Club Brugge his­to­ry with the his­to­ry of Bruges, the goal was to cre­ate an inter­ac­tive out-of-home city mar­ket­ing campaign. 

Its aim was to con­nect such a cam­paign to a gen­uine­ly unique fan expe­ri­ence, tar­get­ed beyond their usu­al audi­ence to include both tourists and Club Brugge sup­port­ers who live else­where as a way to grow Club Brugge brand aware­ness and con­nec­tion. The cam­paign was active from Octo­ber 30th, 2021 until Jan­u­ary 30th, 2022.



We AR Bruges is an interactive walking tour with a combination of a digital experience featuring 7 interactive missions, a physical point of sale (The Club City Shop), and OOH displays (printed banners near important monuments across Bruges’ city centre).

These Out-Of-Home banners are persistent triggers to an interactive web experience that you perform, either individually or in a group, in a significant public space. This is a win-win-win scenario:

  • Tourists familiarise themselves with the Club brand,
  • the city attracts new visitors in existing Club fans,
  • and Club is able to generate new qualified leads.

A primary goal of this campaign is to boost foot traffic to the pop-up Club Brugge City Shop in Bruges’ main high street, which is the final mission and destination of the walking tour.


We AR Bruges is an AR web appli­ca­tion that fea­tures 7 pro­gres­sive mis­sions as you explore a 1,891 kilometre walk­ing jour­ney in Bruges, with a free gift (enam­el pin & stick­ers) in the City Shop as a prize. At each loca­tion, scan the QR code and see if you’ve got what it takes to sprint along­side Noa Lang or score a goal against Simon Mignolet. 

As Club Brugge’s offi­cial sup­pli­er and dig­i­tal part­ner, Bits of Love designed and devel­oped the mobile plat­form, coor­di­nat­ed between all par­ties, and inte­grat­ed these tech­nolo­gies into a per­form­ing mobile-first web experience.


Exe­cut­ing a com­plex and ambi­tious project with­in the per­for­mance con­straints of a mobile web appli­ca­tion pre­sent­ed itself with its fair share of cre­ative and tech­ni­cal challenges.

The immersive media agency Yon­dr was faced with com­ing up with cre­ative and interactive AR concepts that are doable within a limited web system, and sub­se­quent­ly opti­mis­ing these con­cepts for all sorts of mobile devices. 

The dif­fi­cul­ties Bits of Love faced came from ideat­ing a strong design, imple­ment­ing mul­ti­lin­gual sup­port, cre­at­ing the over­ar­ch­ing plat­form that works well on all sorts of mobile devices, and keep­ing pri­va­cy con­cerns in mind whilst keep­ing track of mis­sion progress over the course of mul­ti­ple days with­in a mobile browser.

Result: mission completed!

Through­out the cam­paign, the web­site gar­nered 166k views with an aver­age engage­ment rate of 92.76%. These engaged Club fans com­plet­ed 9.239 mis­sions over 6.696 ses­sions, account­ing for 35.000 esti­mat­ed par­tic­i­pants over­all. The cam­paign result­ed in 3.472 qual­i­fied leads.

Anec­do­tal­ly, Club fans real­ly enjoyed the expe­ri­ence over­all as a new way to dis­cov­er Bruges and we received favourable reviews from sup­port­ers who praised the unique concept. One of those groups reviewed their experience like this:

  • Score: 910
  • Number of participants: 4
  • Favourite experience: The bear and his scarf”

Very fun, was the first time that we did something like this. The kids were very excited. It ended with a goosebumps moment; the video about the fortress! Great to discover Bruges in this way. Thanks!”

Anonymous Club Brugge fan

Kids stadswandeling 3


The We AR Bruges cam­paign takes inter­ac­tive city mar­ket­ing to the next lev­el and high­lights Club Brugge’s efforts as a Bel­gian dig­i­tal sports pioneer.

It was awesome to walk through the streets of Bruges as a supporter of the colours close to your heart. It was very well done and I hope there will be more tours and creative projects in our city. Thanks for this experience!”

Anonymous Club Brugge fan

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