Telenet – Champion of the Fans
Where Sporting Telenet used to be a set of TV-stations, it has now evolved into a full-blown football channel through which Telenet spoils its soccer lovers with live matches of the Belgian League, the best European competitions and daily updates and international highlights.
To make supporters subscribe to the paid channel for a whole year, we tapped into their need of always being up to date about the game. Instead of the start, we focused on the final stages of the championship, money-time when every tackle, dribble, goal can be decisive.
With a campaign built around the claim ‘don’t miss a second of the play-offs’, we launched a Facebook contest where we urged fans to make the longest football scarf in history. Why? Simple. Whether you see supporters in the stadium, on the street or at home, you can always recognize them by their scarf. It’s their signature, something they’re proud of. So, we decided to make them even prouder by launching a unique, never seen contest focusing on the longest football scarf ever.
Every vote equaled 1 cm extra to the football scarf of your choice. As the final whistle blew, it was FC Bruges that won the title ‘Champion of the fans’ with a 186 m long scarf! We also integrated print, radio, POS and bannering to spread the news about the new Sporting Telenet even more.
With this campaign Sporting Telenet itself scored 25.000 fans, 50.000 votes and over 150.000 visits. Before the kick-off of the match against Standard, the supporters showed off their blue&black scarf of no less than 186m. The Jan Breydel stadium went mad with high media coverage as outcome. This lead to more than 1.000 new subscriptions to the paid channel. No less than 75% of the entire sales objective for the coming year was already realized… at the end of the previous season.