Why do we watch sports? Why do we sit out a game in which nothing happens for 89 minutes? Why do we look hours and hours and hours to a bike race? Because we all know… Genius can strike at any time. Play Sports made a fully integrated campaign focusing on the true reason we watch sports. By selling ‘genius’ instead of just ‘sports’, we hit the right nail. It was the best working campaign of Play Sports in years.
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.
