We targeted the fans of the most popular sport in Israel, soccer, and did the unthinkable: we made a soccer referee admit he was wrong. We picked the ten most controversial calls in Israel's soccer history and invited the soccer referees who made them to revisit those decisions…lo and behold, after watching those moments on Yes MaxHD, the referees were willing to admit for the first time they were wrong – and were even ready to apologise to the fans. The videos were uploaded to a website where fans could order Yes MaxHD devices by calling a dedicated number.

Apart from the great buzz the campaign stirred, the sales results were amazing. Yes expected to sell 40,000 MaxHD devices but they sold no less than 60,000! That's 150% of the sales forecast! And equally important the perception consumers have of Yes as the leading HD provider rose from 6% to 10% over their main competitor.