In the summer of 2017, Telenet bought the exclusive rights to the annual Belgian Supercup. A highly anticipated game that used to be free-to-air, and would now be broadcasted on pay television.

As the supercup takes place the week before the start of the new season, Play Sports wanted to make the most out if this momentum. They were willing to make it accessible for everybody, but at the same time create awareness around the beginning of the new football season, boost the buying intent in a different and broad audience, and... of course, sell more subscriptions.

It had never been done before, which implied a lot of technical difficulties. We partnered up with a big Belgian media group that owns a lot of big news sites where they offer media space in pre-rolls. To pull this off we had to create a real time connection between the stadium, the live broadcast, the pre roll ad server and media buyer. Needless to say, this was a huge technical challenge that took months.

On media point of view, this was also quite a challenge: during specific 90 minutes, on a big part of the Flemish news sites, our live pre-roll ad was playing. Our SOV was 100% in those 90 minutes, with a massive return in instant reach.