Migros is looking for the football star
Soccer: Migros and Publicis are turning soccer fans into stars in the M’08 Fan Championship for Euro 08.
Football Migros and Publicis turn football fans into stars in the M'08 fan championship for Euro 08. Euro 08 and its relationship with football fans have already been the subject of much discussion. Tickets are expensive and hard to get. Whether and where public viewing will be possible still seems to be an open question for certain lawyers. However, a promise by Zurich's city president that the area around Bellevue could become a gigantic fan mile and that Zurich could thus become the "fan capital of the European Football Championship 2008" gives hope to fans. A spectacular concept by Migros fits in perfectly with this sporting rather than petty spirit. It runs under the title M'08 instead of Euro 08 and "probably represents the most cross-media and cross-channel linked appearance of a company that there has ever been in this country," according to Beat Mühlemann, Head of Marketing Communication at Migros. The whole story was conceived by the advertising agency Publicis. CD with overall responsibility for creation is Jean Etienne Aebi. Publicis is not only in charge of the conception and communication of the unique fan spectacle. The agency is also responsible for the implementation of the entire M'08 event series, with Marion Marxer in charge of the organization. Publicis is also supported in this action by tpc, the TV production center of Swiss Television, as well as by Migros Online.
From fan to starThe concept of this championship, which has never been seen before, is called: "Migros turns football fans into stars." As of now, TV commercials and advertisements are calling on all fans to apply for M'08, "the first fan championship in football history." No matter whether you are for Italy, Switzerland, Germany or Cyprus: Migros is looking for the biggest fans of European national teams and will let them compete against each other on TV. Not in football, but in real fan disciplines such as goal shouting, bottle opening, honking and fan styling. In addition to lots of fun and the chance to become famous, there are prizes worth a total of over 400,000 Swiss francs.
Following the team draw, 15 matches will be played at M'08 from the round of 16 to the final and will be shown in prime time on SF 1, TSR 1 and TSI 1. The venue will be Studio 1 of Swiss Television. This will be converted into a newly designed M'08 stadium, where the fan teams will compete in three fan disciplines per broadcast, cheered on by a live audience of hundreds of other fans. Presenters for German-speaking Switzerland are Heinz Margot and Lolita Morena, for French-speaking Switzerland Laurent Nicolet and for Ticino Barbara Ortelli. The M'08 coach, Jörg Stiel, is also part of the team. And like every major event, the M'08 has its own theme song, a real fan anthem, composed and sung by Adrian Stern. "Unhaltbar!" is the name of the new catchy tune, which will soon be presented to the public.
The Internet serves as the central communication platform. At www.M08.ch, you can find out everything about M'08 and the associated activities. Here, you can apply as a player for the fan championship, play games, and access information about constantly new M'08 special offers. All TV shows are available for free download, including exciting backstage reports. Those who can't make it in front of the cameras have the opportunity to take part in the fan championship online at www.M08.ch and also win great prizes.
M'08 is thus more than the first fan championship in football history. "M'08 is the all-inclusive commitment of Migros and its retail channels to the fans," explains Patrick Chevin, main project manager at Migros. As the official organizer of M'08, Migros is supported by numerous sponsors from its environment. For example, SportXX, the official supplier of the fans. Or M-Electronics, the official entertainer of the fans. Micasa is the fans' official interior decorator, Do it + Garden Migros is the official home and garden partner, and Le Shop is the fans' official online store. The Club School, fitness parks and Migros restaurants also play an important role. Migrosbank, Migrol and Hotelplan donate attractive prizes, as do Aamg and Sony.
Andreas Panzeri
From fan to starThe concept of this championship, which has never been seen before, is called: "Migros turns football fans into stars." As of now, TV commercials and advertisements are calling on all fans to apply for M'08, "the first fan championship in football history." No matter whether you are for Italy, Switzerland, Germany or Cyprus: Migros is looking for the biggest fans of European national teams and will let them compete against each other on TV. Not in football, but in real fan disciplines such as goal shouting, bottle opening, honking and fan styling. In addition to lots of fun and the chance to become famous, there are prizes worth a total of over 400,000 Swiss francs.
Following the team draw, 15 matches will be played at M'08 from the round of 16 to the final and will be shown in prime time on SF 1, TSR 1 and TSI 1. The venue will be Studio 1 of Swiss Television. This will be converted into a newly designed M'08 stadium, where the fan teams will compete in three fan disciplines per broadcast, cheered on by a live audience of hundreds of other fans. Presenters for German-speaking Switzerland are Heinz Margot and Lolita Morena, for French-speaking Switzerland Laurent Nicolet and for Ticino Barbara Ortelli. The M'08 coach, Jörg Stiel, is also part of the team. And like every major event, the M'08 has its own theme song, a real fan anthem, composed and sung by Adrian Stern. "Unhaltbar!" is the name of the new catchy tune, which will soon be presented to the public.
The Internet serves as the central communication platform. At www.M08.ch, you can find out everything about M'08 and the associated activities. Here, you can apply as a player for the fan championship, play games, and access information about constantly new M'08 special offers. All TV shows are available for free download, including exciting backstage reports. Those who can't make it in front of the cameras have the opportunity to take part in the fan championship online at www.M08.ch and also win great prizes.
M'08 is thus more than the first fan championship in football history. "M'08 is the all-inclusive commitment of Migros and its retail channels to the fans," explains Patrick Chevin, main project manager at Migros. As the official organizer of M'08, Migros is supported by numerous sponsors from its environment. For example, SportXX, the official supplier of the fans. Or M-Electronics, the official entertainer of the fans. Micasa is the fans' official interior decorator, Do it + Garden Migros is the official home and garden partner, and Le Shop is the fans' official online store. The Club School, fitness parks and Migros restaurants also play an important role. Migrosbank, Migrol and Hotelplan donate attractive prizes, as do Aamg and Sony.
Andreas Panzeri
