VW Activates UEFA Women’s Euro 2022 Via ‘Tiny Buzz Car’ On-Pitch Stunt & Social Campaign

Volkswagen’s (VW) ‘Tiny Buzz Car’ activated the German car giant’s UEFA partnership at the Women’s Euro 2022 tournament via a campaign which linked the on-pitch, miniature remote control car delivering the official match ball for kick-off to an anthromorphised social media campaign.   The official UEFA automotive partner sought to capture fan attention and generate… Continue reading VW Activates UEFA Women’s Euro 2022 Via ‘Tiny Buzz Car’ On-Pitch Stunt & Social Campaign

UEFA & DFB Partner VW #NotWomensFootball Champions Gender Equality At UEFA EURO 2022

UEFA and German national team sponsor Volkswagen (VW) launched a campaign controversially titled #NotWomensFootball which leveraged spiking interest in the team around UEFA Euro 2022 and criticises the use of the term ‘women’s football’ to describe games played by women’s teams.   Reflecting its commitment to ‘diversity’ – one of the auto group’s seven pillar… Continue reading UEFA & DFB Partner VW #NotWomensFootball Champions Gender Equality At UEFA EURO 2022

Commerzbank DFB World Cup ‘A Nation That Doesn’t Know Our Names’ Tackles Football Discrimination

Two weeks ahead of the 2019 FIFA Women’s World Cup, German Football Association (DFB) partner Commerzbank rolled out a direct campaign that both promotes the German women’s national team and also tackles discrimination in football and acknowledges the soccer establishment’s own role in diminishing female football.   The integrated campaign – which includes both brand… Continue reading Commerzbank DFB World Cup ‘A Nation That Doesn’t Know Our Names’ Tackles Football Discrimination

Mercedes Leverages DBF Sponsorship Via Confident, Bold ‘Best Never Rest’ World Cup Activation

Titles are there to be retained.   That’s the message behind DBF principle partner Mercedes-Benz’s integrated, multi-strand ‘Best Never Rest’ World Cup activation.   This multi-platform, dual language German campaign celebrated the confidence and mindset of the current FIFA world champions and pushed the team’s mantra: ‘to push the limits and never rest on success’.… Continue reading Mercedes Leverages DBF Sponsorship Via Confident, Bold ‘Best Never Rest’ World Cup Activation

DFB Sponsor Lufthansa Pulls Russia 2018 Ad Shot In Kiev After Consumer Backlash

German airline Lufthansa apologised for shooting its World Cup 2018 ad campaign promotion in the Ukrainian capital Kiev rather than in Moscow – despite implying it was filmed in Russia.   The promotion featured two enthusiastic German supporters attempting to make the most of their time in Moscow during the World Cup.   After fan… Continue reading DFB Sponsor Lufthansa Pulls Russia 2018 Ad Shot In Kiev After Consumer Backlash

Lufthansa’s DFB #Fanhansa Mocks English/German Rivalry For Euro 2016

German FA sponsor Lufthansa’s latest Euro 2016 ‘Everyone’s Fanhansa’ activity plays on the nation’s rivalry with England in the form of a comic commercial that sees two English supporters worried about lederhosen, sauerkraut, oompah bands and football defeats when delays see them switched to a Lufthansa flight.   The German airline, a long term partner… Continue reading Lufthansa’s DFB #Fanhansa Mocks English/German Rivalry For Euro 2016

German Kit Campaign Sees N1 Adidas Meet World Cup Goal

With one of the richest histories in international football, big shirt sales for its home team German kit have played a major role in adidas announced this week that it would achieve its 2014 soccer sales goal of €2bn+ ($2.7 bn+) and beat Nike’s challenge to remain the world’s number one football brand   In this… Continue reading German Kit Campaign Sees N1 Adidas Meet World Cup Goal