TBWA\Belgium and Play Sports give fans hope by showing greatest football moments of fallen team

Sports channel billboards react live to game events by showing historical club moments

TBWA\Belgium created a digital outdoor campaign for TV channel Play Sports. During the final of the play-offs in Belgian second league, the sports channel gave football fans hope by making the boarding respond to live game events with historical club moments. The main sponsor of the home team KV Mechelen wanted to inspire fans and players by showing in football anything is possible.

With iconic moments from the KV Mechelen football history, Belgian tv-channel Play Sports wanted to inspire fans and players during the final of the play offs. After all the difficult moments in the past, the legendary team was able to go back to first league. Sponsor Play Sports wanted to help the club in the most exciting game of the year with a striking stunt. Instead of broadcasting the typical commercial messages along the field, the sports channel decided to show iconic club moments based on what happened on the field. The boarding reacted to game events by featuring the most powerful moments of the team’s rich history. A total of 70 live messages were shown during the match. The billboards will soon be replicated in other stadiums. The aim is to motivate fans and relive all the fantastic moments in the history of their Club.

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Xandra Van der Mersch TBWA\
Xandra Van der Mersch TBWA\
About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.  

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