WATCH SOCCER ON THE RADIO
| Title | WATCH SOCCER ON THE RADIO |
| Brand | RADIO 1 |
| Product/Service | SPORZA RADIO |
| Category |
B03. Use of Other Digital Platforms |
|
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Agency
|
VRT Brussels, BELGIUM
|
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Production Company
|
VRT Brussels, BELGIUM
|
Credits
| Filip Pletinckx |
VRT |
Client |
| Ellen Moriau |
VRT |
Client |
| Sibylle De Backere |
VRT |
Client |
| David Naert |
VRT |
Client |
| Sam Sisk |
VRT |
Client |
| Mathias D'Hondt |
VRT |
Client |
| Jens Mortier |
Mortierbrigade |
Creative Director |
| Joost Berends |
Mortierbrigade |
Creative Director |
| Philippe De Ceuster |
Mortierbrigade |
Creative Director |
| Vincent D'Halluin |
Mortierbrigade |
Strategic Director |
| Kwint De Meyer |
Mortierbrigade |
Creative |
| Willem De Wachter |
Mortierbrigade |
Creative |
| Eline Rousseau |
Mortierbrigade |
Interactive Producer |
| Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
| Wietse De Ridder |
Mortierbrigade |
Creative Developer |
Brief Explanation
Soccer is the number 1 sport in Belgium.
Our soccer competition is however very particular.
All teams play each other and after the season, the 6 best play each other to determine the champion.
These called Play-Offs are the season's highlight.
They can only be watched on expensive pay TV or via shabby, illegal websites.
We used the week without soccer before the start of the play-offs as our momentum.
There is a great, free alternative: they can watch the games on radio.
We created an experience that lets you experience the intensity of following soccer on the radio.
Results and Effectiveness
The fans loved it.
The play off games on Radio 1 were more popular than ever.
The visits to radio1.be increased by 14%.
And we couldn't have put it any better than this post from a blind soccer fan: ''I`m blind and pitty anyone who has to watch soccer and endure TV commentary. Nothing like listening to Peter Vandenbempt with your eyes closed'.
Creative Execution
We led people via a combination of radio commercials, banners and our own media (website and
social media) to a platform where they could experience the beautiful intensity of soccer on the
radio.
We also did the test on our most influential soccer opinion makers and commentators.
And used their reactions to promote the platform.
The online platform was put online on radio1.be.
Insights, Strategy and the Idea
We were talking to soccer fans in general.
They appreciate Radio1 for the analysis of the games afterwards, but have often forgotten what they offer to follow the games live: Radio1.
We used their own media (radio, website, Facebook) to reach these sports fans.