In Germany, only the pay TV channel Sky broadcasts all Champions League matches live and in full length.

We wanted to bring this exclusivity to life for a broad audience.

With an innovative broadcast concept that would immediately create high desire. Leading to a significant increase in sales, as well as positive PR and word-of-mouth for the Sky brand.

The execution was a world premiere and relevant for Sky on many levels:

1. Exclusivity: Being a Pay TV channel, the exclusivity of it’s premium content is Sky’s biggest asset and it’s USP. To demonstrate this value by broadcasting an exclusive game free for everyone for a limited period of time seemed most appropriate and original.

2. Technical innovation: Sky promises to deliver it’s viewers a unique viewing experience through innovative, user-friendly technical features.

Due to the idea’s technically advanced execution, Sky could present themselves as an innovative media company – in B2B as well as in B2C.

We chose the most direct way to convince the audience of our product: by letting them experience its premium value – but also its exclusivity.

We broadcast the Sky exclusive Arsenal London versus Bayern München on 19th February 2013 live to free-TV ad breaks. Live – but only for 40 seconds.

Six individual live ads. 60 seconds each (40 seconds live content). On four major channels (SAT.1, ProSieben, KabelEins, Sport1).

Every ad concluded with the direct purchase call for action.

The desired outcome was a two-digit raise in sign-ups compared to previous matches.

After the announcement on the day before the match, the whole of Germany talked about the idea: From major offline/online newspapers (front page in biggest national newspaper BILD) to specialized press, radio and social media.

During the match, more than 5.3m viewers saw at least one of the live ads.

The topic was trending on twitter, reaching it’s peak when even a goal was captured in one of the live ads.

Altogether, more than 160m Media Impressions were generated.