LIGA total!, the new TV channel for live football broadcasts at Deutsche Telekom, desperately needed to raise awareness and attract subscribers. Thanks to its tremendous investments in advertising, the huge pay TV provider Sky dominates the market in Germany.

We hired the famous German actor and comedy award-winner Sky (du Mont) and tested his football skills in a branded entertainment & viral campaign, demonstrating that Sky and football are a bad combination, but without running any risk of being sued by the Sky Network. In the first spots, clips taken with a hidden camera show him failing miserably at football. At the peak of awareness, we switch to the second phase: Sky tests LIGA total! The clips show all of the advantages LIGA total! offers in comparison with Sky and encourage viewers to test LIGA total! themselves.Mostly a campaign of pure entertainment, real people turned it into real advertising by posting their experiences with the actual brands and products.In total, more than a million views, an overwhelming response in the national press, countless arguments about “LIGA total! vs. Sky” raging on user forums. Today, LIGA total! has more than 1 million subscribers.

3-phase model, distribution via http://www.youtube.com/LigaTotal and other video portal, including Sevenload, MyVideo and Clipfish:1. Teaser phase 04–08/01 (teaser with countdown, unbranded clip excerpts, laying the groundwork for the topic, warming up the target group before the start of the second half of the Bundesliga season) 2. Awareness phase 08–22/01 (LIGA total! tests Sky, double-edged meaning behind 'Sky cannot do football' involvement of the target group through branded entertainment, triggering of word-of-mouth advertising) 3. Product phase 22/01–15/02 (Sky tests LIGA total!, Sky du Mont recommends LIGA total! in a testimonial, exploitation of the effect of the 2nd phase for sale communication)

Assessment: 1.020.507 total views. YouTube channel 281.055 video views, plus 739.452 additional views on Sevenload, Clipfish and MyVideo. Plus 145.442 channel retrievals, 101 channel comments, 216 video comments and 329 channel subscribers.