PHD and Telenet were awarded a silver prize for Best Use of Technology at this year’s IAB Mixx Awards which recognise Marketing and Interactive excellence.

Play Sports, Telenet’s paid sports channel, decided to replace all its pre-roll ads with the live broadcast of the Belgian Super Cup, the first game of the new football season.

TBWA / PHD created the first live pre-roll football match, allowing not only the Play Sports customers or the football fans in the stadium to watch the game, but all Belgian football enthusiasts.

While the normal maximum length of a pre-roll is only 30 seconds, they let this last for 5400 seconds, creating a real-time connection between the stadium, the live broadcast and the pre-roll ad server.

Watch the video case here,