Our idea was to make people think what high definition broadcast means. How close you get to the real action with HD picture?We did this by sending people a flyer or a print insert, which they could crumple to a mini-football and then play with their fingers. With HD broadcasts they can get their hands on the game.If we can get people to actually do something with our ad, we might them go online and order the new channels.

Our client, broadband and TV provider Welho, briefed us with a clear objective: To get more people to order new high definition TV channels. These new HD channels were launched six months earlier. Because the content of these new channels was mainly sports, our target group was people interested in sports.However the budget was minimal only €10 000.

A lot of people crumpled our ad, after reading the instructions. The sales of HD channels went up 50,0 %.All this was done with a budget of €10 000.

As a brand, Welho is all about enjoyment. Sending people a piece of paper they could crumple suits Welho more than well.If we can get people to actually do something with our ad, we might them go online and order the new channels.Bringing the content of TV to the desks of people does the same thing that the product does. Brings them closer to what is happening in the world. In this case closer to the World Cup of football.