Topps "The Most Special Euro Collectibles"
The 6th Annual Awards
- Most Creative Partnership with an Athlete or Influencer
- Best Advertisement: 60 Sec and Under
- Best Use of Multi-Platform
ABOUT THIS ENTRY
For the first time TOPPS provides the UEFA EURO collectibles and replace long-time UEFA partner Panini – a fan-favorite. So, how can TOPPS get fans excited for something totally new? With THE MOST SPECIAL EURO COLLECTIBLES ever – approved and designed by the Special One himself: José Mourinho. We introduced the collectibles with a three-video series where José Mourinho took over the TOPPS office. Each of the videos highlighted another product and showed how Mourinho made those collectibles even more special. The videos featured some of the biggest influencers from all over Europe to excite football fans and collectors alike. Released on social media the first video was watched 21 million times within the first 7 days and created tons of user-generated-content. The interest and demand in TOPPS UEFA EURO 2024 products strongly increased and TOPPS proved they know one thing for sure: how to make the UEFA EURO even more special!
How does this represent “Excellence in Engagement”?
TOPPS might be new to the EURO, but they are not new to the collectibles market. They have a long tradition in creating outstanding and revolutionary products. For the EURO we didn’t just want to deliver this message to the fans and collectors – we wanted to make them feel it and prove how close TOPPS is with them and how much they care about the believes and wishes of their community. That’s why we didn’t just spread the films via Influencers to the community, we made them and their followers part of our film. By creating roles, scenes and jokes that lived up to the influencers character and by celebrating memes and jokes that resonated in the communities - such as the line “I’m José Mourinho”, which was created during the first TOPPS EURO campaign. Also, we followed it up with highly limited products – specially designed for the communities to show them: TOPPS is making your UEFA EURO 2024 experience the most special one ever.
Objective
With the EURO 2024 ahead, TOPPS is facing a big challenge. For the first time the US-brand will provide the tournaments collectibles and replace long-time provider Panini – a brand that for football fans is an inherent part of their EURO experience. So, how can TOPPS get fans and collectors hyped for something that’s totally new and thereby create excitement for the TOPPS UEFA EURO 2024 products?
Strategy & Execution
We created THE MOST SPECIAL EURO COLLECTIBLES ever – TOPPS UEFA EURO products approved and designed by the Special One: José Mourinho himself. To introduce these, we released a three-video series in which José Mourinho took over the TOPPS office to make the TOPPS products even more special. Each of the videos highlighted one specific EURO collectible and showed how Mourinho gave it his extra touch in a fun and entertaining way. Each video also featured influencers from different European to make sure that football fans and collectors in European core markets were directly addressed and be met where they naturally find out about collectibles.
Organizations
- Jung von Matt SPORTS
- 27km
- Topps Europe Limited
Links
Featured
- José Mourinho
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Mattias Jahn
Creative Director Copy
Jung von Matt SPORTS
Blake Waters
Creative Director Copy
Jung von Matt SPORTS
Felix Umbach
Creative Director Art
Jung von Matt SPORTS
Irakli Asatiani
Senior Copywriter
Jung von Matt SPORTS
Mark Bennett
Senior Art Director
Jung von Matt SPORTS
Mubarak Nojimudeen
Art Director
Jung von Matt SPORTS
Lukas Hartmann
Executive Strategy Director
Jung von Matt SPORTS
Christian Marx
Senior Consultant Sponsoring
Jung von Matt SPORTS
Felix Appelfeller
Executive Sponsoring Director
Jung von Matt SPORTS
Kevin Claus
Client Service Director E-Sports
Jung von Matt SPORTS
Jakob Lauschner
Project Manager Sponsoring
Jung von Matt SPORTS
Johannes Haverkamp
Head of TV
Jung von Matt HAMBURG
Philip Huber
Executive Producer
27km
Arne Totz
Executive Producer
27km
Peter Lydon
Director
27km
Tim Höddinghaus
Director of Photography
27km
Julian Pfretzschner
Producer
27km
Patrick Rausch
Chief Marketing & Sales Officer, EMEA Topps Europe
Topps Europe Limited
Ian Foster
Senior Director, Marketing & Digital Content
Topps Europe Limited
Che Booy
Digital Marketing & Social Media Manager
Topps Europe Limited
Alfredo Marchese
Video Editor
Topps Europe Limited
Olivia Banks
Video Editor
Topps Europe Limited
Eric Heger
Director Marketing & Sales GSA
Topps Europe Limited
Camilla Galassi
Senior Marketing Manager
Topps Europe Limited
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
