Telenet: Telenet

Credits & Description:

Brand TELENET
Entrant TBWA\BELGIUM BRUSSELS
TBWA\BELGIUM Brussels, Belgium Entrant Company
TBWA\BELGIUM Brussels, Belgium Idea Creation
TBWA\BELGIUM Brussels, Belgium Production
PHD MEDIA Brussels, Belgium Media Placement
Gert Pauwels TBWA Creative Director
Greg Van Buggenhout TBWA Art Director
Diederik Van Remoortere TBWA Digital Developer
Jeroen Bostoen TBWA Creative Director
Olaf Meuleman TBWA Copywriter
Jochen De Greef TBWA Client Services Director
Tom Eilers TBWA Account Manager
Max Fauconnier TBWA Account Executive
Joachim Francois TBWA Digital Account Director
Ken Kools TBWA Digital Project Manager
Stijn Dupas TBWA Digital Proces Manager
Christine Brone phd Media Managing Director
Wouter Vandenameele phd Media Digital Strategy Director
Virginie Hayet TBWA Account Director

Synopsis
Telenet Play Sports wants to be the leading brand in sports in Belgium, and especially in football. Every year, the season starts with the Supercup, the battle between the last season’s two winners. In Flanders it’s only broadcasted on Play Sports.
The objectives were to create extra buzz around the start of the new season, to get more subscribers for Play Sports and to create a sense of market leadership around Play Sports.
Strategy
Play Sport wants to be the leader in sports in Flanders. Therefore we think, talk and do things the way sports fans do. In the middle of the action, always up close, there when it matters. Because Play Sports does not want sports fans to miss a second of their favourite game. Which is exactly why we broadcasted it for free.
We decided not to make a classic campaign, but let the product do the talking. We used a live football match in an advertising medium, in a way it would reach real fans.
Relevancy
The Preroll Football match is a campaign that can only be made online. It has digital technology (the pre-roll video) and digital consumer behaviour (skipping that pre-roll as quickly as possible) at the heart of the very idea. Moreover, we turned the most annoying part of digital media into the best entertainment there is: a live, first class football match.
Outcome
As it turns out, fans didn’t skip this pre-roll. The Pre-roll Football Match was viewed by 145.484 people in only 90 minutes. Plus, that same weekend the subscriptions on Play Sports were up with 417% compared to last year’s opening weekend.
There was no communication plan around it, but the word spread quickly via the fans themselves. Like this, we turned every football fan into an ambassador of our brand.
Execution
It is probably the first pre-roll people actually started looking for, by clicking random video’s hoping to see the live football game. It was a technical challenge to set up a live connection between the stadium, the add servers and the online video players, but it worked.
Campaign Description
To create extra buzz around the start of the new season, we broadcasted this Supercup as a live pre-roll. Not just 30 seconds, but the entire game. So as long as you didn’t skip, you could watch the entire game, for free.