For the first time ever, the TVA Sports network agreed to include a real-time ad as part of its content. Whenever a puck hit a goal post, a banner appeared live on screen to remind the goalie to buy a 6/49 ticket. This is a technical feat because the banner needed to be manually activated by the editor in real time.

As it was the first time TVA Sports had ever produced a live activation like this one, we worked closely with them to make sure it went as smoothly as possible. Whenever a goalie was saved by a lucky post, the editor had only 5 seconds to react and post our creative live during the replay.

Timeline: Possibility of activation in each game, if there was a lucky moment.

Placement: During 3 different games, on Saturday nights on TVA Sports.

Scale: Mass media.

Being part of a comprehensive advertising campaign, this execution helped increase the number of tickets sold during this period.