• We chose a specific target audience, predominantly men 25-49 – TOTAL sports fans willing to pay for a sports channel.

• We put our messaging into TOTAL SPORT contexts to become a part of all major sporting moments in our target audience’s lives.

• Our communication plan was TOTALLY matching the year’s sporting calendar, leveraging every game as a special event.

• We started with fans themselves, engaging them in social media to build awareness and word-of-mouth before any on-air activity.

• In an industry-first, social media elements were integrated into live broadcasts to drive engagement way beyond the usual at-home viewing experience with simultaneous broadcasts, one with fans’ live Tweets as the only ‘commentary’.

• A laser-targeted plan reached fans through all efficient touchpoints : TV, Print, Digital, Mobile,Geo-localized Out-of-Home with customized creative messages to build a sense of proximity with fans, and a Direct marketing club kit.

A TOTAL success:

Awareness grew from 7% to 55% in 6 weeks (more than 20 percentage points above awareness of one of the brand’s main competitors)

We engaged fans: 170,000 Facebook fans, 71,000 Twitter followers and over 1 million visits to www.beinsport.fr

The campaign drove over 600,000 subscriptions in 4 months, almost DOUBLE our target, with over 1 MILLION in 6 months – one-third of our target audience

The strategy has proved to be very efficient as we achieved a 1.72 ROI.

beIN Sport has become a TOTAL must-have for French sports fans and a key player in French media landscape.