In Germany only the pay TV channel Sky broadcasts all Champions League matches live and uninterrupted. The aim was to showcase this exclusive offering with as much fanfare as possible.
On 19th February we broadcast the Sky exclusive Champions League game between Arsenal and Bayern Munich free to air and live - but only for 40 seconds. There were six individual live ads, each lasting 60 seconds (40 seconds of live content), on four major channels (SAT.1, ProSieben, KabelEins, Sport1). At the end of each live ad a call for action with the order hotline for Sky was displayed.
The idea was enthusiastically discussed the length and breadth of Germany after the announcement was made the day before the match: in leading offline and online newspapers (the front page of BILD), the specialist press and on the radio and social media. Over 5.3 million viewers saw at least one of the live ads. The action even became a trending topic on Twitter when a goal was scored live in one of the ads.
In total over 60 million media impressions were generated.