Belgacom Coaches vs. Boring Soccer

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  • Coaches vs. Boring Soccer
    Direct Mailing

    THE PROBLEM:
    Belgacom TV, owner of the broadcasting rights for the Belgian football, wanted to sell football TV-subscriptions to football fans. The problem: Belgian football is defensive and boring. Who would be interested to watch boring football on TV?
     
    THE IDEA:











    RESULTS:
     
    • Coaches kept their promise: 102 goals were scored in the first 34 games, an average of 3 goals per game (average English Premier League: 2.60). 
    • Discussion amongst football fans.

    AWARDS:
    BRONZE DIRECT LIONS 2009

     
  • Press Conference
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