The idea: We produced a simple TV superimposition that was placed in the lower section of the screen and described with hands over the Xbox controls, the movements of the real match players during the transmission. It was also used during certain important plays, goal scores, goal chances, direct, indirect and corner kicks.The solution: We decided to invest the whole media budget in the TV broadcast of the South Africa 2010 qualifying games, but in order to create impact we needed a powerful insight. And we found it among the soccer fans when they are watching a game in TV: wanting to control the movements of soccer players of their favourite team.

The idea: High impact among Xbox 360 FIFA game users and soccer fans in general though the use of an economical and simple piece. We achieved a sales increase of 23% as compared to the previous year.