adidas and Hisense get soccer fans pumped for the EUROs

Keyfacts

Oversized ball as a selfie spot
Customer benefit: competition for EURO tickets
Interactive games for greater customer engagement

Football fever is in the air with the European championships in full swing in Germany! Just in time for UEFA’s EURO 2024 tournament, adidas – the cult brand with the three stripes – has been using a sensational campaign since the beginning of June to transform two shopping destinations into veritable football shrines, creating a superb EURO 2024 atmosphere at both Westfield Centro and Leipzig’s Höfe am Brühl right until the grand final on 14 July.

Cult brand sparking a passion for football

A real eye-catcher in both Oberhausen and Leipzig is the Giant Ball, an oversized version of the tournament’s official “FUSSBALLLIEBE” match ball, an imposing sight attracting the attention of everyone, including those with “football love” in their hearts, and offering a perfect place to create memories of what could be Germany’s next fairytale win on home turf and to flood social media with snapshots of the great event – exactly what visitors to the shopping destinations are busy doing.

But that’s not all: the German sports goods manufacturer is bringing even more sporting flair to the two centres, with the brand’s biggest stars – Florian Wirtz, Jude Bellingham, etc. – strutting their stuff in their national jerseys in the Mitteldom on “The HALO”, Westfield Centro’s 360-degree screen system, and on the banner installation. The campaign is keyed into the global “You Got This” campaign which draws attention to the huge pressure in professional sports and shows how top athletes deal with it. At Leipzig’s Höfe am Brühl mall, the brand’s best-known football tables are also prominently displayed on the digital totems and the large LED screen.

Westfield Centro, adidas, EM — The unmissable Giant Ball in the outdoor area is proving to be a suitable motif for cool EURO snapshots.

The "VAR Screen Quiz powered by Hisense" could not be overlooked and was set up directly outside the Media Markt store in the Paunsdorf Center.

Many visitors took the opportunity to slip into the role of a video assistant referee and, with a bit of luck, win a Hisense TV.

Tickets for top matches

The promotion is not just visually eye-catching, but also offered an attractive competition giving visitors to both locations during the first few days a chance to win two sets of three tickets to crowd-pulling matches, with tickets for the France-Poland game in Dortmund up for grabs at Westfield Centro and the match between Croatia and Italy in Leipzig on offer at Höfe am Brühl. This adidas promotion is sure to provide the lucky winners with an unforgettable EURO experience and awaken the shopping appetite of other visitors who can stock up on jerseys and fan merchandise in the nearby adidas stores.

Interactive football challenge with Hisense

It’s not just adidas that’s creating EURO vibes in Leipzig. In the Paunsdorf Center, our second shopping destination in Leipzig, Hisense is using the big soccer fest for a highly original promotion right up to the day of the final. In collaboration with electronics retailer Media Markt, the Chinese company is inviting visitors to the centre to take part in an exciting challenge in the branded “Video Assistance Room” right outside the Media Markt store where, in the style of the video assistant referee introduced a few years ago, participants can assess various tricky situations that occurred in previous matches and try to make the right rulings. Players have the opportunity to win a television from the official EURO sponsor.

This gives opportunities to scrutinise not just the game scenes but also the quality of the Hisense devices in an enjoyable setting. The close proximity to the Media Markt store means those suitably impressed can make a last-minute decision to pick up a new TV set (or other Hisense product) for the remaining EURO matches.

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Cases

Cult brand sparking a passion for football

Tickets for top matches

Interactive football challenge with Hisense