| Title | NEVER MISS A SECOND |
| Brand | TELENET |
| Product/Service | TV |
| Category |
A09. Media / Entertainment |
|
Entrant
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TBWA\BELGIUM Brussels, BELGIUM
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Idea Creation
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TBWA\BELGIUM Brussels, BELGIUM
|
|
Production
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TBWA\BELGIUM Brussels, BELGIUM
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Credits
| Jeroen Bostoen |
TBWA |
Creative Director |
| Greg Van Buggenhout |
TBWA |
Art Director |
| Olaf Meuleman |
TBWA |
Copywriter |
| Robby Sallaets |
TBWA |
Copywriter |
| Jeremy Vanmaele |
TBWA |
Art Director |
| Jochen De Greef |
TBWA |
Client Services Director |
| Tom Eilers |
TBWA |
Account Manager |
| Max Fauconnier |
TBWA |
Account Executive |
| Gunther Van Lany |
TBWA |
Strategic Director |
| Rindert Dalstra |
TBWA |
Strategic Planner |
| Katrien Van Den Brande |
TBWA |
Producer |
| Lieke Lens |
TBWA |
Producer |
| Veerle Van Melkebeke |
TBWA |
Radio producer |
| Jan Pollet |
TBWA |
Sound Engineer |
| Gwenn Nicolay |
TBWA |
Sound Engineer |
| Wouter Vandenameele |
PHD |
Media Strategist |
| Taylor Mulakilwa |
PHD |
Media planner |
| Liesbeth Smets |
Make |
Editor |
| Gunter Blokken |
Make |
DOP |
Why is this work relevant for Media?
Sports is not viewed the same way it was 10 years ago. Today people watch sports everywhere, all the time and on every screen. We had to create a campaign that followed that behaviour.
Belgian sports channel Play Sports immortalised some of the most memorable seconds of the Belgian sports season. We did this across different sports and in every possible medium. For every medium we created unique formats. Throughout the season we kept selecting great seconds, and immortalised these in different, entertaining and interactive ways.
Like this, the campaign was constantly evolving, in the moment and always entertaining.
Background
In Belgium, Play Sports has a lot of competitors that also offer sports but they just broadcast the matches. Even more, our competitors offer sports packages at a much lower price point. So it is key for Play Sports to prove that they offer a lot more than the competition in order to defend their higher price.
Play Sports is a lot more than a broadcaster. Play Sports doesn’t just broadcast games, they really capture the matches and create added value by offering a unique point of vue with our professional commentators and sports editorial office. They want to be THE reference in Belgium when it comes to sports and want to claim leadership within the category.
Describe the creative idea/insights
A football match is 90 minutes. A F1 race, tennis game, cycling race or boxing match even take several hours. But only a few seconds of it make it to history. In one second you can become the hand of god, or a boxing legend. One single second can make all the difference.
Belgian sports channel Play Sports brings a powerful ode to these seconds. We honoured and immortalized some of the most memorable seconds of the Belgian sports season. We did this across different sports, and in every possible medium. For every medium we created unique formats. Throughout the season we kept selecting great seconds, and immortalized these in different, entertaining ways.
Like this, the campaign was constantly evolving, in the moment and always entertaining.
Describe the strategy
Today people watch sports everywhere, all the time and on every screen. Our campaign followed that behaviour: everywhere, all the time, on all screens and channels.
We aimed for every sports lover in Belgium, males aged 18-65 and we did so on TV, radio, direct, print, Facebook, Instagram, Giphy.
Everywhere we honoured fantastic seconds of sports in a different way, with specific ideas. In a highly competitive market where people are less and less willing to pay for content, Play Sports wanted to make a difference. As the ultimate sports channel, we don't only broadcast sports, we understand sports. The value of a great moment. A single action, a goal, a sudden flash of brilliance. As a sports fan, these are the moments you don’t want to miss. All communication was signed with a call to action. Never miss a second, get Play Sports. Now for only €0,00000071 per second.
Describe the execution
The campaign was launched with tv, radio, print and digital and social ads, but quickly evolved to an entertaining and interactive communication platform. We started with highlights from the past season, but along the new season we kept creating new content for all our channels. People could vote and name their favorite seconds in social. Important or amazing sports seconds were immortalized in our different content formats, from Instagram Stories to print ads or unique collector items.
TV, radio, direct, print, Facebook, Instagram, Giphy, etc. Everywhere we honoured fantastic seconds of sports in a different way.
Campaign kick off: August 2017, start of the sports season.
With tv, radio, print, direct and digital campaign.
From August 2017 till April 2018: New and interactive content in social, printed and direct media throughout the season, until the end of the sports season in April 2018.
List the results
With a decrease in the overall marketing budget, the main goal was to grow the amount of subscribers we had in the previous year. The result is that Play Sports is now at the highest number of subscribers since the launch.
The NPS (Net promoter Score = how happy clients are with the product) increased significantly.
Play Sports in Belgium is number 1 when it comes to top of mind in sports packages and is seen as THE reference within sports.
When national media talk about football, they refer to Play Sports.
The awareness for Play Sports has never been so high as after this campaign within our target audience (male 18-65).