Title	WATCH SOCCER ON THE RADIO
Brand	RADIO 1
Product/Service	SPORZA RADIO
Category	C06. Publications & Media
Entrant Company	MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency	MORTIERBRIGADE Brussels, BELGIUM
Media Agency	VRT Brussels, BELGIUM
Production Company	VRT Brussels, BELGIUM

Name	Company	Position
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

The Brief

We were talking to Belgian 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. The final games in the play offs could only be watched on expensive pay tv channels or on shabby or even illegal websites. There is however a great alternative that people tend to forget: they can watch the games on radio. For free. We used a live engagement experience to promote our free medium.

Campaign Success

The Belgian soccer competition is very particular. All teams play each other and after the season, the 6 best play again each other to determine the champion. These so called Play-Offs are the highlight of the season. We wanted to use the week without soccer before the start of the play-offs as our momentum. So we created an experience that highlighted the beauty and intensity of radio. Thanks to the built-in eye tracker in you laptop, you could either watch one of the top games of the past season with television commentary… …or if you closed your eyes you could experience the same game at the same time on the radio. Thus showing the sports commentator's skills And triggering the imagination of the listeners We tested it on our most influential soccer opinion makers and commentators. And used their reaction to promote our platform.

Describe the success of the promotion with both client and consumer including some quantifiable results

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'.

Explain why the method of promotion was most relevant to the product or service

Soccer is the number 1 sport in Belgium. Yet the final games in the play offs could only be watched on expensive pay tv channels or on shabby or even illegal websites. There is however a great alternative that people tend to forget: they can watch the games on public radio. For free. And the experience is even more intense. We used a live engagement experience to promote our free medium.