CLIENT: CONGSTAR
CAMPAIGN: DAS TURNIER
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HUNTING THE CROWN OF "THE KIEZ"

 

How can you grow the awareness and visibility of communications brand congstar beyond their commitment as main sponsor to German soccer team St. Pauli? By inventing, developing and organizing a nationwide street soccer tournament! And not just any tournament, but THE TOURNAMENT. EXIT-SPORTS developed and executed a countrywide search for the true amateur soccer pitch kickers who would battle each other last-man-standing-style on the nation’s most remote and striking football courts. And there they were, well aside the flooding lights and deafening chants of well-tended soccer stadiums, to fight each other in Nuremberg, Bochum, Karlsruhe, Hamburg and Berlin, in any wind and weather, on muddy fields, airport parking decks or amidst old coal pit machinery, to make it to the grand finale: to the final game against the professional players of St. Pauli football club on Hamburg’s famous Spielbudenplatz, to the David-meets-Goliath combat for the crown of "the Kiez" St. Pauli, Germany’s most infamous neighborhood!

THE ENTIRE SEASON BOILS DOWN TO WINNING THIS GAME

(Ewald Lienen, head coach of St. Pauli FC)

THE DEVIL'S IN THE DETAIL

  • Conceptualization of a national sponsorship activation
  • Production of a teaser and highlight clips
  • Development of a tournament CI/CD
  • Event planning and realization
  • Supporting PR and social media activities
  • Fan activation