The 23-24 season of the Jupiler Pro League kicked off with a premium partnership between DAZN, Pro League, and Transfer. Our sales house has been managing the commercial space around Pro League matches on DAZN channels in Belgium since 2020, but thanks to this creative collaboration, Transfer or its brand solution’s departement Mayo Media also acts as a commercial partner to put DAZN and Pro League’s innovative live integrations on the market.
One of the first advertisers to take make such a creative integration happen, was The Coca-Cola Company with a campaign announcing the transition of Aquarius to Powerade. At the first substitution during each match, the classic Aquarius bottle displayes. Alongside the player, the bottle and the name of Aquarius are swapped, making Powerade taking over the screen. These creative layovers, along with billboards, were seen for five weeks during and around Jupiler Pro League matches.
Channel
DAZN | Eleven
Client
The Coca-Cola Company | Powerade
What we did
Substitution layover during Pro League matches
CREATIVE INTEGRATION CAMPAIGN
Out with the old and in with the new! While players swap the soccer court, Aquarius leaves the field, making room for a new gamechanger: Powerade!
🔁 SUBSTITUTION TIME
◀️ OUT – Aquarius
▶️ IN – Powerade
IN NUMBERS
- A total of 8.437.159 contacts were reached during this period
- That translates in reaching 12,5% of the target group in the North of our country
- And another 8,7% in the South of Belgium