Just in time for the opening match of Premier League, NORD DDB Stockholm decided to hijack the most debated part of football - the Video Assistant Referee. And put Elgiganten, a Scandinavian electronics retailer, at the heart of the game. Where others saw a hated referee signal, the agency saw TVs in various sizes. When the referees made the signal, they triggered a discount on a new TV at Elgiganten’s webshop; which corresponded with the minute the signal was made. The VAR Discount turned an entire audience into potential customers.
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