We needed to make Belgian soccer better to improve our product.How? By calling on the Belgian coaches’ sense of pride. In the past, they chose tactics which were proven too defensive.The League of Professional Clubs called the national sports press together. All coaches signed a charter called “straight on goal”, in which they promised to play more attractive, offensive and spectacular soccer.The charter got nationwide attention in the media. The start of the season became more attractive to look forward to.Only now it made sense to send out a mailing that boosted sales.

Belgacom TV subscriptions increased by 17% compared to last year.Besides an average 2.8 goals per game being scored (Premier League: 2.6)Discussion amongst fans continues: “your team does/doesn’t play along the charter”.The campaign not only boosted sales, but the entire Belgian footbal league.