Challenge
Unilever Personal Care brands wanted to move from developing decentralized sports programmers across Europe to a more centralized approach that would drive consistency across markets, operational efficiencies and allow for stronger customer commercial negotiations.
With an open dialogue with UEFA, Unilever wanted to establish a credible and consistent link to UEFA Euro 2024 across Europe, which is something that had not been done before.
Activation
A European-wide mass ticketing promotion which gives shoppers the chance to win official UEFA Euro 2024 tickets, from qualifying all the way up until the final, with successful EU rollout across all markets including UK, Germany, France, Spain, Italy, and Eastern Europe.
Impact
100%
Key Euro markets participation
20+
Customer-specific promo overlays
10+
EU markets
