BMW Belux and Serviceplan Celebrate Every Shade of the Red Devils

With the 2026 World Cup approaching, BMW Belux and its agency The Marcom Engine, under the direction of Serviceplan Group, are celebrating the long-standing partnership between BMW Belux and the Belgian Red Devils through a creative concept that blends BMW’s personalization expertise - via the BMW Individual program - with the unique identity of the team.

In collaboration with the Red Devils players, Serviceplan has created a series of 21 exclusive colors inspired by their personalities and playing styles. Each shade is distinctive, both in tone and in name, specially reinvented for the occasion - such as Doku Daytona Blue, Witsel Wildberry, Tielemans Telesto, Moreira Maldives Blue, Meunier Midnight, and Theate Thunder. Completing the lineup is, of course, Devils’ Red - the iconic shade that embodies the spirit of the entire team.

Personalization is at the heart of the BMW experience, notably through a color configurator that allows customers to select fully bespoke and exclusive finishes - or even create their own. These newly developed, player-inspired shades are now integrated into the configurator and made available to BMW customers, who can choose them to customize their vehicles and express their passion for the Red Devils ahead of the 2026 World Cup.

The campaign revolves around a dedicated landing page on the BMW website, where users can explore and apply these colors through the configurator. It is primarily rolled out on social media and across the dealership network. A mix of static and video content features the players, showcasing each color, while the campaign is further supported by in-dealership activations, print and digital assets, and a presence in the World Cup guides by Knack and Le Vif.