Veikkaaja was the proud and official sponsor of the Finnish national football team during Euro 2008 qualifiers.Veikkaaja has done just tactical executions during previous years and forgotten to totally live and deliver its brand promise.

We wanted to make it live again and present Veikkaaja in a way that makes its promise real. Veikkaaja wanted to create awareness as a sport media that goes beyond reporting. Euro qualifiers were an interesting opportunity to implement various kinds of marketing operations. Not just for Veikkaaja but for other brands as well.

Veikkaaja needed to stand out from the crowd, and benefit from the sponsorship investment.

Sponsoring isn’t just about badging or finding a place for your logo.

We wanted to present Veikkaaja in a role of enabler rather than just sponsor. It needed to be clear that Veikkaaja was the official partner, and can enable things other halo-effect seekers can’t.The target was to help the national team.

We created a multi-channel campaign that combined sponsorship, events, mobile, online and print channels in to one functional platform.We wanted to create phenomenon and do something that would engage the audience, and reach even those without physical access to stadiums who wanted to give their support.