Posterscope Sweden were challenged to increase the number of ‘betters’ on Swedish football whilst staying faithful to the brand’s positioning ‘Anytime’s playtime’. To deliver on this challenge, Posterscope created an innovative OOH campaign. They gave the people of Stockholm control of 52 digital screens …and made them into a game. When anyone got close to one of these screens, they could show their support by changing the screen’s appearance based on the football team they supported. This was done in real time, on their smartphone via a campaign site. Each time they changed the copy they collected points for their effort. The points were then entered into a league table. The results were superb, with bets by new customers increasing by 21%, whilst existing customers placing bets increased by 89%.