Elisa, Finland’s largest telecom and digital service provider, wanted to offer sports fans something revolutionary. We enabled the audience to follow a football player’s emotions during an important match – measured with a brain scanner during the game, in real time, for the first time ever.
We joined forces with Elisa's experimental marketing hub Elisa Kulma, the Finnish top division football team HIFK, and a team of cognitive neuroscientists.
The project was launched at the hottest game of the season, the local derby between Helsinki teams HIFK and HJK. The EEG scanner was taped on the back of HIFK defender Tommi Vesala, allowing viewers to monitor his emotions during the game in real time.