Sydbank League Cup

The 99% Broadcast

PROBLEM

All football players dream of scoring the perfect goal while everyone is watching. The sad fact is that only 1% of all Danish football matches gets on TV.

IDEA

As a new sponsor of the Danish League Cup, Sydbank didn’t want to just celebrate the 1% who were already on TV. They wanted to turn this tradition upside down and broadcast the 99%, who weren’t.

RESULTS

• 19% increase in the attitude as emphatic and caring

• ROI 49:1 creating a profit of 31 million euros

• Top-3 of the most highly recommended banks