The Longest Football Scarf

Sporting Telenet


Sporting Telenet spoils soccer fans with live matches and highlights of the Belgian league and the best European competitions. But it’s hard to reach the target group. How can we promote this pay channel so that real football supporters will subscribe for a whole season?


Our campaign didn't wait for the next season. It kicked off during the previous one. On Facebook, supporters could choose The Champion of the Fans and win the longest football scarf in history for their team. A battle was born and each vote made their favourite colours 1 cm longer. This way we captured their attention and could offer them the promotion more easily. FC Bruges became our champion. The fans received a real FC Bruges scarf of a whopping 156 meters. The campaign scored high media coverage and 75% of Telenet's year sales objective was already achieved at the end of the previous season.