Sberbank sponsorship activation of Men's European Volleyball Championship 2019
Sberbank banka d.d. as already known sponsor in the field of volleyball decided to enter as national sponsor of the biggest sport event in 2019 - Men's European Volleyball Championship.
Volleyball association is the biggest association on the world and of the top five largest sport organization in Slovenia.
Volleyball athletes are known as honorable, fair, polite, competitive and modest players. Out national team consist of best volleyball players in Europe. Although they are recognized within the experts, they are rarely/bad known to general public.
Volleyball Federation of Slovenia is not connected with any banking institution. Also it is not recognizable within the business / sponsorship segment.
Sberbank banka d.d. wanted to upgrade its current sponsorship activities within the volleyball segment (beach volley, snow volley, indoor volley).
Sberbank banka d.d. also set up the following goals:
- To increase the awareness of the bank.
- To promote Ide@l brand.
- To increase the number of quality clients.
- To introduce Sberbank as modern and innovative bank with fresh approach that is more customer oriented/friendly.
Hockey Returns to Ljubljana (Hokej se vrača v Ljubljano)
Slovenian Railways give back to the society it operates in through partnerships with national sports federations in several disciplines. In supporting hockey in Ljubljana, we have gone a step further in the development of Slovenian sports. Last year's season was a historic one - HK SŽ Olimpija won a “Triple Crown” under the slogan of “Hockey Returns to Ljubljana”, including winning in the AHL International League and filling the Hala Tivoli Ice Hall. By participating in international leagues, we have increased the visibility of Slovenian Railways in our key foreign markets. Hockey has returned to Ljubljana.
How to bring a highly competitive product which is far from the heart of the consumer closer to the target audience? Can a car tire, usually associated with the adjectives »black«, »round«, »dirty« and »expensive«, become more appealing?
Continental globally switched to two new marketing platforms – running/cooperation with adidas in production of soles for shoes and cycling (»hattrick« of Giro, Tour and Vuelta) – and connected them to its story of the importance of grip for your safety. GRIPWORLD is a local content hub, connecting all the dots and building relevant brand engagement context for international and local partnerships.
There’s nothing like rooting for your favourite team on your dad’s shoulders. Something many children won’t experience, since families have stopped attending football games on stadium due to violent ultra-fans’ behaviour. To encourage hateless rooting, bring families back to the stadium and re-start the lost tradition of priceless family moments Mastercard started the initiative #BallCanBringUsTogether. Reviving the family sector at Ljudski vrt with special animations, benefits and sweepstakes, proving rival fans can root side by side, and making it possible for one child to become the first Slovenian Player’s Escort at the UEFA Champions League 2019 Finals in Madrid.
TEK NAS DRUŽI - RUNNING BRING US TOGETHER
Mercator, Slovenia's largest employer, has supported the Ljubljana marathon, the country's largest sporting event, since the beginning. To bring it closer to its 10,000 employees and the general public, activation "Running Brings us Together" was launched months ahead, promoting exercise among Slovenian population inside-out, from internal to the general public. Guided workshops and support to running events first activated the employees, their families and their children, followed by the general public in autumn, preparing them for the Ljubljana Marathon and the Lumpi Run. Thus, the importance of exercise and the Marathon, and its relevance for Slovenia were promoted for several months.
Winning Service (Zmagovalni servis)
The user experience is at the centre of Petrol's customer relations. We aimed to rouse the fans' interest in the "Petrol experience" of the sporting event that starts with a ticket purchase, the lead-up to the event and completes with the event itself. We therefore assumed the role of the official ticket seller and hospitality provider. Just as in volleyball, everything at Petrol starts with winning service which makes this creative metaphor the core of our communication. We successfully intertwined the campaign with the experience of the Championship that was followed by 85% of Slovenians who shared in the success of the players as the campaign ranks among the 5% of the most successful campaigns in Slovenia between 2013 and 2018.
 CEM methodology of an independent agency
Imagine you enter a space and have just one job to do - to find the sporting arena and place a ball into the right spot. Easy task – if it is not conducted in the dark! Well, in a dark box with a size of 12 sqm - how hard can it be? Would you need a minute, two or five? People across Croatia know the answer because they experienced the Allianz ParaBOX - a travelling multimedia sensorium that, in total darkness, simulates the challenges faced by athletes with an impairment and creates a new emotion toward Paralympians.
Laško Zlatorog is the leading Slovenian beer brand with strong regional ambitions. Namely, Laško is expanding and strengthening its presence in the entire Adriatic region with the clear aim of becoming the number one beer in the region. So they decided to become a sponsor of four national basketball federations and to activate the sponsorship through a joint regional communication campaign. In it, they used four basketball legends who in the series of messages urged their younger successors to devote themselves to the game. With the Laško Legend campaign, Laško has united the region, raised awareness of the essence of the Laško brand and promoted basketball in a narratively attractive and engaging way.
REVIVING MIND OF STEEL
SIJ Group, the largest steel producer in Slovenia, is the biggest employer in two Slovenian regions (Ravne na Koroškem and Jesenice) and is facing a big challenge: high expectations about sponsorships among local communities. But the company has NO unified corporate sponsorship guidelines, TO MANY diverse projects, NO special value added and TO SMALL connection to their core business. Chaos? No, an OPPORTUNITY!
SIJ Group established sponsorships guidelines and gained a clear orientation regarding what it supports and has now a clearly defined portfolio of sports partnerships that allow a direct activation and positive experience with the brand. How?
They looked into their DNA and Mind of Steel activation project was born. The idea comes from steel, which is also indispensable in sport and sports infrastructure. The SIJ Group revives the "mind of steel", a state of mind that is necessary to overcome challenges and achieve goals in life and sport.
#ŽogaZbližuje Derby Day (#BallCanBringUsTogether Derby Day)
Mastercard proved that rival fans of FC Maribor and FC Ljubljana Olimpija, long-standing sworn adversaries, can root side by side on the derby day match. A sight which is rarely seen at any stadium in the world. To encourage hateless rooting Mastercard started the initiative #BallCanBringUsTogether which will enable families to re-start the lost family tradition on game-days by offering them special benefits on the stadium and bringing a priceless experience to children (activities, prize-winning games, meet & greet with players and signing memorabilia), and at same time reviving the family sector at Ljudski vrt stadium.
Zmajev piknik (Dragon picnic)
We revived Stožice on Saturday, July 6th. Olimpija Football Club has organized a Dragon Picnic - the gathering of all Olympia fans. The event started at 10:00 on the concrete platform in front of the Stožice Hall, where a football tournament with rich prizes was organized. After the tournament, the event moved to the stadium, where Pero Lovšin was entertained on big stage in fan zone. The highlight of the day is an evening football game that will especially delight those who remember the golden days of Yugoslav football with nostalgia.
EUROVOLLEY 2019 was a very special sport event which delivered not only fantastic sport result to
Slovenian volleyball federation but also brought great fan experience to all who visited Arena Stožice during the
tournament. More than 70.000 visitors enjoyed atmosphere which was never before produced at any sporting
event in Slovenia. Event gathered one of the biggest TV audience of all time in Slovenia and provided to their
sponsors great platform for sponsorship rights activation. Slovenia was one of 4 host countries (France,
Belgium, Netherlands, Slovenia) with 19 matches taking place in Slovenia (group matches end
1/8, 1/4 and one 1/2 match. Final match was played in France.
Win the best view in Planica
Planica, the cradle of ski-flying and the valley of records becomes home to the FIS Ski Jumping World Cup Finals each year. Attracting more than 100.000 fans from all over the world Planica holds the title of being the biggest sports event in Slovenia. As official sponsor, Mastercard leveraged this unforgettable event to kick-off its new Facebook page with a prize-game awarding winners a priceless experience. A chosen few witnessed history being made from the Judge’s Tower, the best possible spectator’s position inaccessible to any other, enjoy drinks, a hot buffet and private facilities in the special Mastercard Lounge.
LAŠKO AR MOBILE GAME
Laško Zlatorog is the leading Slovenian beer brand with strong ambitions in Adriatic region. This year Laško created integrated campaign to promote their regional basketball sponsorship. Digitally we wanted to engage and activate the fans so we created an AR mobile game which could be played by scanning Laško logo. In the end we generated 10 million hits, and the best players competed live in the final four tournament. This is how we promoted basketball in a narratively attractive and engaging way throughout the Adriatic region.
Winning Service (Zmagovalni servis)
EuroVolley was the biggest Slovenian sports event in 2019 with Petrol being the main national sponsor. We believe that everything starts with a good service – exactly as with the Slovenian volleyball representatives who are known for their winning service (service and serve are synonyms in the Slovenian language and are represented by the word servis). That’s why we activated the sponsorship with a 360° campaign that integrated Petrol’s main services and brands, which have a strong focus on digital channels, with the zmagovalni-servis.si website.
#SIMPLYGIVE with RK Gorenje Velenje
Joining European handball family in 2017, Gorenje launched movement called #simplyfans. But Gorenje as a company was a great supporter of handball for many previous years, decades. As a main sponsor of Slovenian club Gorenje Velenje and Slovenian handball federation, handball as a sport has always been small but very important part of company’s operations. Through aspect of social responsibility Gorenje has written many great stories and in October new philanthropic story was written. Through digital activation, Gorenje set up an admirable donation to help first Slovenian handball team of athletes with physical disabilities in purchase of a new wheelchair.
Kids are the future!
HNK Hajduk has decided to launch a project to increase the number of children attending home matches and to allow the youngest to truly experience the atmosphere at Hajduk matches at a stand that will suitable for their needs.
The kids stand at the South end of the stadium has been adapted and converted into a children-friendly zone dedicated to kids of all ages. In addition, that stand is also a place where our youngest fans can socialize, offering numerous accompanying activities, games and animations before and during the matches, all tailored to their wishes.
A constantly increasing number of children watch Hajduk’s home games from their stand, which has a total capacity of 1372 seats. At the kids stand, they also get together with the official club mascot Rico, enjoy football tournaments and competitions on artificial grass, face painting in the colors of their beloved club, they socialize with players and get some special gifts.
The Stands will be full
The football club NK Maribor boasts by far the highest attendance in matches in Slovenia. The match between Maribor and Mura is considered to be the second largest football derby in the country, with an average attendance at the Ljudski vrt stadium of 3.900 fans in the last 10 years.
We created a campaign to reach a larger number. It was not a championship finish where the attendance was usually higher or a direct match between clubs that are tied in the rankings. Just a regular February match.
With a series of six videos, we activated home and away team fans through social networks to such an extent that the final number of visitors rose to a record 10.600.
Activation of the home and away fans began with a bet between two fans representatives, each challenging the opposing team with their announcement. The communication was mainly through digital channels (social networks, media, club website).