United State of Fans\TBWA Brings Fans Closer to Greatness with UEFA
UniCredit has just completed its 6th consecutive UEFA Champions League Trophy Tour, this year’s tour finishing in Serbia having already visited Slovakia, Austria and Croatia over the past 4 weeks.
From Bratislava to Belgrade, ‘the trophy with big ears’ was joined by some of the world’s greatest football legends on its way through Europe. Unicredit Ambassadors Ruud Gullit, Michael Konsel, Goran Vlaović and Dejan Stanković were accompanied by Official UEFA Champions League Trophy Tour Ambassadors Steve McManaman, Mark Van Bommel, Michel Salgado and Peter Schmeichel.
Thanks to UniCredit, football fans got a once-in-a-lifetime chance to experience the excitement of the UEFA Champions League first hand. At the start of the exhibition fans receive their personal Trophy Tour card. This RFID badge allows fans to unlock multi-media content throughout the exhibition, have fun with the augmented reality tool, participate in instant-wins and be able to receive personal trophy tour content posted to a personal digital dashboard - making it easy to share with friends via social channels. At the end of the exhibition, fans took the final steps up to the celebration balcony to have their photo taken with football’s most wanted prize: the UEFA Champions League trophy.
Daniele Penna, UniCredit’s Head of Group Strategic Sponsorships commented: “Since we began the UEFA Champions League Trophy Tour presented by UniCredit, it’s been an amazing journey, with fans all over Europe able to engage with the trophy. This year’s tour continued to surprise and entertain fans with even more unique football experiences that brings fans close to greatness.”
For the concept development, communications and event production of the UEFA Champions League Trophy Tour, UniCredit is working with Amsterdam based agency United State of Fans\TBWA that partners in this project with \Auditoire Paris.
Geoff Coyle, Managing Partner United State of Fans\TBWA comments: “Fans passion can be the basis for profitable and durable relationships between brands and customers. The UEFA Champions League Trophy Tour presented by UniCredit is all about shared passion for football. For the 2014 tour we developed the campaign “Get close to greatness” to bring the famous trophy, historical memorabilia and unique content as close to fans as possible.”
Category: Events , Sports and leisure