How Real Time Pitch Side Billboards Helped a Belgian Football Team

TBWA\Brussels has 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. Play Sports, which is the main sponsor of the home team KV Mechelen, wanted to inspire fans and players by showing in football anything is possible.

After all the difficult moments of the past, the legendary team was able to get back to Belgian's top league. And with iconic moments from the KV Mechelen football history, Play Sports wanted to inspire fans and players during the final of the play offs. 

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.