KPN launches football show: "Outside the lines"
In the six-part series, Fresia Cousiño Arias goes in search of the best stories about footballers in the Dutch Eredivisie.
KPN is one of the leading sponsors of Dutch football and lead sponsor of the Eredivisie. With this new series the brand aims to give that partnership a clear image. In the 14-minute episodes, Fresia finds out – with the help of friends, family, statements and games – everything that is going on in the lives of the footballers, both on and off the pitch. KPN hopes that this will bring football fans even closer to the Eredivisie players.
Football connects
“As pragmatic people, the Dutch do not easily succumb to collective hysteria. With one exception – where football is concerned. Under normal circumstances, millions of us go to watch a match every week, come rain or come shine. Or we jump around with excitement in a bar or on the couch. We throw our arms around neighbors, rivals and complete strangers. And we never stop talking about it”, says Mark Versteegen, Director of Sponsorships at KPN. “If we have one passion that connects the whole of the Netherlands, it’s football. That’s why it’s such a good fit with KPN. With this new format we are trying to connect young football fans in an amusing, trendy way with football and the Eredivisie in particular.”
Something for everyone
The full episodes can be seen online on KPN’s YouTube channel, and that’s not all. “Through this series KPN wants to become connected even more strongly with the football domain, but not everyone has the time to, or wants to, watch the whole 14 minutes”, says Michael Nap, Head of Content at dentsuACHTUNG, which devised the concept in partnership with One:Nil. “We took this into consideration when we were developing the format. So separate ‘Buiten de lijnen’ trailers can be seen on the other KPN social channels and we are developing interactive stories that bring everyone in contact with the concept.”
The series kicks off with SC Heerenveen midfielder Joey Veerman and can be seen on Friday, November 6 on the KPN YouTube channel and at 17.30 on FOX Sports.