The start of May saw UEFA partner Just Eat kick-off a Euro 2020 pan-Europe campaign and contest that celebrates the art of the knee slide and which offers fans a chance to attend the tournament in person.
The activation is led by a set of online films, created in harness with agency Dark Horses, which demonstrate the joy that is delivered by the arrival of takeaway food – particularly if it comes with two tickets for Euro 2020.
Just Eat Takeaway.com, as an official tournament sponsor, has a batch of tickets to give away as part of its rights package and thus ordering from the company is one of the few ways for football fans to get tickets at the reduced attendance tournament.
The hero spot, opens with a delivery driver handing a customer his meal and two tickets to a game and as the delighted customer sees the tickets he cheers and executes an epic celebratory knee slide which takes him down the corridor, through the kitchen and continues round the corner and into the living room past the TV (showing the football, of course).
Launched on 6 May, the executions come in 15-second and six- second versions and run on paid media and across all of Just Eat Takeaway.com’s social channels in all 17 of Just Eat European markets.
“With limited attendance and most other tickets going to corporate guests, the chances of real fans getting hold of tickets are quite scarce, so we decided to put our ticket allocation out to those who deserve them the most, our football loving customers,” said Just Eat head Of Global Sponsorship Marijn Luchtman.
Dark Horses Creative Direwctor Steve Howell added: “The knee slide has long been the celebration of choice for professional footballers. With tickets for the 2020 Euros few and far between, there’s no better way to encapsulate the joy of winning some of these most coveted tickets, especially when they arrive with your takeaway pizza.”
The campaign was created for Just Eat’s marketing team led by Global Head Of Sponsorship Marijn Luchtman and Activation Manager Michael Van Der Pouw by a team at Dark Horses which included ECD Steve Howell, Creatives Sean Johnson and Josh Pearce, Agency Produce Emily Mules, Business Director Harry Gayner and Senior Account Manager Kitty Hall.
The production company was Mindseye with Director Thomas Ormonde, Producer James Lowrey, Editor Chris Coupland and Colourist Simona Cristea.
Post production was by Coffee & TV, sound design by Audium Post with sound engineer Tom Jenkins.
This campaign marks the start of the delivery brand’s Euro 2020 activation programme which will all link to the overarching theme based around the idea of ‘delivering joy’ and celebrating ‘the feeling you get when your Just Eat Takeaway.com meal arrives’.
Further content and activations across the summer and throughout the tournament.
This activation marks Dark Horses first Just Eat work since it won the brand’s UEFA Euro 2020 sponsorship activation business earlier in the year.