Topps 'The Most Special Euro Collectibles' | 6th Hashtag Sports Awards

Topps "The Most Special Euro Collectibles"

Jung von Matt SPORTS

The 6th Annual Awards

3x Nominee ✨
  • Best Advertisement: 60 Sec and Under
  • Best Use of Multi-Platform
  • Most Creative Partnership with an Athlete or Influencer

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!

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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

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.

 

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