Football show without football
Fussball Publicis has launched a massive fan event called M’08, delivering a perfect example of ambush marketing.
Football Publicis launched a huge fan show with the M'08, delivering perfect ambush marketing. Jörg Stiel was fully in his role and wanted to contribute as much of his knowledge as a footballer as possible. But he was stopped in his tracks. The figurehead of the M'08 was asked for this job because of his popularity as Switzerland's national goalkeeper for many years. However, the word "football" should not cross anyone's lips during this new type of championship on SF1. The M'08 is perfect - and therefore legal - ambush marketing by Migros parallel to Euro 08, but deliberately not synchronized, because the M'08 wants to set the scene before every pizzeria with Euro menus or the village butcher's shop with Köbi Kuhn sausages jumps on the Euro 08 bandwagon. "When the Euro takes place in Switzerland next year, everything will be football. Then the battle for attention will be fierce," says Jean Etienne Aebi.
The freelance CD has assumed overall responsibility for the conception and communication of M'08 for Publicis. With this show, Migros is having 16 fan clubs compete for the title of "first fan champion in football history" and for fantastic prizes with a total value of around a quarter of a million francs. However, this is almost nothing compared to the cost of the show. The "Fan Games" were produced by tpc in Studio 1 in Leutschenbach as a large box set. Director Harry Heusser was allowed to "play with all the effects" with eight cameras, lots of special technology and almost three days of post-production per episode, as Aebi enthuses. In addition, the entire advertising block before the "Tagesschau" and "10 to 10" were purchased exclusively for Migros for all episodes of M'08 on 17 days.
Publicis has designed advertisements for heute and 20 Minuten as well as publicity reports in the Ringier press and in Migros Magazin. A website www. M08.ch also offers various buttons for the fans of the fans to play along with.
Andreas Panzeri?
The freelance CD has assumed overall responsibility for the conception and communication of M'08 for Publicis. With this show, Migros is having 16 fan clubs compete for the title of "first fan champion in football history" and for fantastic prizes with a total value of around a quarter of a million francs. However, this is almost nothing compared to the cost of the show. The "Fan Games" were produced by tpc in Studio 1 in Leutschenbach as a large box set. Director Harry Heusser was allowed to "play with all the effects" with eight cameras, lots of special technology and almost three days of post-production per episode, as Aebi enthuses. In addition, the entire advertising block before the "Tagesschau" and "10 to 10" were purchased exclusively for Migros for all episodes of M'08 on 17 days.
Publicis has designed advertisements for heute and 20 Minuten as well as publicity reports in the Ringier press and in Migros Magazin. A website www. M08.ch also offers various buttons for the fans of the fans to play along with.
Andreas Panzeri?
