Just in time for the opening match of Premier League, we decided to hijack one of the most debated parts of football - the Video Assistant Referee (VAR). And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game.

Where others saw a hated referee signal, we saw TV’s in various sizes and brands. When the referees made the signal, they triggered a discount on a new TV at Elgigantens webshop; which corresponded with the minute the signal was made.

The unique discount made its debut in the match between Liverpool and Man City, in which two VAR calls was made. The first in minute 24, the last in minute 45 of the second half. This added an element of betting to their usually traditional webshop, targeted towards a live audience that loves that kind of excitement. Especially during a time when a great TV was the safest way to watch live-sports. And online-shopping people’s go-to retail experience.

”The VAR Discount” was a huge win for the brand that immediately turned an entire football audience into potential online customers. How? By making VAR something to look forward to - and turning an entire Premier League game into their own 90 min live-stream in the process.