The qualitative research we did among football supporters told us that the most unique quality with football contra winter sports were the importance of rivalry. Based on the insight we gave supporters the opportunity to tease other supporters with the disappointing results from last year.

To get people interested in the campaign site, we made a banner that raised the question: "Do you know a football supporter you want to roast?". On the banner all the club-logos from Eliteserien were shown to make it easy to understand which team insult you could send to a friend.

The banner then led to the campaign site were people easily could chose their friends favorite team,type in the name of the friend they wanted to roast and their own name. The roast was predefined and written in advanced with a reference to the different teams losses from last season. A link was created with the unique content and sent by the maker through which every platform (mail, Facebook and so on) of their choosing. The banner was shown on a mirrored front page of Dagbladet.no, and could only be seen by those who made and received the link.

Our goal for the campaign was to tell people that Eurosport is the main distributor of the Eliteserien matches, increasing the awareness with remarkable 46%. In addition to the predefined objectives, even more impressive results were reached because of how the creative idea was constructed. In the first 24 hours, supporters produced a staggering number of 8.500 banners. In the end, 14.500 unique banners were created and sent, which means we crushed our original benchmark with 44%. Impressive 2:23 seconds on average were spent on making them, which led us to over 31.000 visitations on the campaign site during the five days of the campaign.