Scarlet DM EMBARRASSING SOCCER NIGHT by Openhere

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EMBARRASSING SOCCER NIGHT

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Industry Telecommunications Services, Сable/Satellite television
Media Direct marketing
Market Belgium
Agency Openhere
Creative Director Stijn Gansemans
Art Director Johan Roelandt
Copywriter Koen Van Deun
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SCARLET
Product/Service: DIGITAL TV
Agency: OPENHERE
Date of First Appearance: Oct 14 2010
Entrant Company: OPENHERE, Antwerp, BELGIUM
Entry URL: http://www.lefootaucafe.be/preview.php
Creative Director: Stijn Gansemans (Openhere)
Art Director: Johan Roelandt (Openhere)
Copywriter: Koen Van Deun (Openhere)
Online Director: Mathias Delmote (Openhere)
Online Production: Lode Bellens (Openhere)
Online Development: Tom Wuyts (Openhere)
Communications Manager: Joz Wölbling (Scarlet)
Film Director: Raf Reyntjens (Rabbit)
Media placement: Online Campaign - Microsite - 14 October 2010

Describe the brief/objective of the direct campaign.
Scarlet, a Belgian internet and digital TV provider introduced a special Soccer TV package, including every game in the Belgian Soccer competition, lots of extra interviews and documentaries.

We created banners: http://www.host2000.be/scarletsoccer/banners/
http://www.host2000.be/scarletsoccer/banners/takeover/

and emails: http://www.host2000.be/scarletsoccer/emails/man.html
http://www.host2000.be/scarletsoccer/emails/woman.html

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Scarlet Soccer TV was a fantastic offer for soccer fans. But not necessarily for their wives, so we decided to help the men in convincing their spouses. How? By showing the wives that it’s safer to have their men watch soccer at home.

Explain why the creative execution was relevant to the product or service.
We created a video of men behaving very badly at a soccer pub. Throughout the entire video one man, the worst one of them all, is the centre of attention. We never get to see his face but we hear the bystanders chanting his name. Men were able to personalise this video so it sounded like the crowd in the pub was chanting their name (Mike for example) and then send it to their wives. At the end of the video a pay off line appears: "Make sure Mike watches soccer at home. Give him the new Scarlet Digital TV soccer"

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After only a few days more than 100,000 soccer fans throughout Belgium had made a personal movie. They were not only sending it to their own wives but to their mates and especially their mates’ wives. Exactly what we wanted, which in effect means that almost 200,000 people came in direct contact with our message.

As a small challenger Scarlet had to compete against the big media budgets of its competitors. Even with a solely direct online campaign that stayed well under the €100.000 mark Scarlet acquired more than 5000 new subscribers.