Euro qualifiers were an interesting opportunity to implement various kinds of marketing operations. Not just for Veikkaaja but for other brands as well.

Veikkaaja needed to stand out from the crowd, and benefit from the sponsorship investment.Sponsoring isn’t just about badging or finding a place to hang your logo. We wanted to present Veikkaaja in a role of enabler rather than just sponsor. It needed to be clear that Veikkaaja was the official partner, and can enable things other halo-effect seekers can’t.

Even though we were not able to help our team to the finals we created great phenomenon together with the audience.Our target was to increase Veikkaaja brand awarenesss and breathe life into the brand again.The campaign generated buzz and talk online and on the streets, not just among football fans but also in a wider audience.During the campaign we collected thousands of cheers and hundreds of friend invitations were sent during the campaign period.

30 % of all the crowd who came to see the qualifier matches participated in the big cheer.