National Supporter Bank Austria looks back on a successful UEFA EURO 2008TM:
UniCredit Group and Bank Austria brands strengthened by the European Football Championship
- Seven billion television viewers worldwide, seven million visitors in the fan zones
- UniCredit Group Tower at Heldenplatz as centre for Vienna's football society
- Almost 9,000 VIP guests celebrated in the company of Erzherzog Karl
The UniCredit Group and Bank Austria brands have emerged strengthened from the European Football Championship. After the rebranding on 1 April 2008, the UEFA EURO 2008TM offered the first opportunity to present the new brand image of a leading European banking group to a broad public. The communication measures as part of the group sponsorship ranged from patronage commercials to perimeter advertising at the Ernst Happel stadium and guerrilla marketing. Roughly 120 television stations broadcast about 30,000 hours from Austria and Switzerland, with around seven billion viewers worldwide. Almost seven million people visited the fan zones in the host countries. "The UEFA EURO 2008TM has shown once again that football brings people together and sparks excitement beyond borders. We took advantage of this attention to distinctively position our banking group, and it has clearly had a strengthening effect on the brand," says Bank Austria CEO Erich Hampel with satisfaction. By the way, nine of the sixteen participating countries belong to the UniCredit Group network.
At the centre of Bank Austria's sponsorship communication measures was the UniCredit Group Tower at Vienna's Heldenplatz. Austria's leading financial institution erected a modern event and communication centre here around the historical equestrian statue of Erzherzog Karl. Visitors found an excellent selection of catered cuisine of Domus FM spread out over three floors with a total of about 1,000 square metres and they heard live match analyses of former football stars Michael Konsel, Markus Schopp and Frenkie Schinkels. "Almost 9,000 customers and VIP guests accepted our invitation and celebrated an unforgettable football event on the nineteen match days of the UEFA EURO 2008TM in the middle of the Vienna Fan Zone and in the best of company," says Bank Austria CEO Erich Hampel. The matches could be viewed either on the screen at Volksgarten or on one of the twenty-two flat-screen televisions in the UniCredit Group Tower.
In addition to 400 children and teenagers at a charity event with SOS Children's Villages and the Red Cross, the CEO of Bank Austria had the chance to welcome participants in the UniCredit Capital Markets Day and numerous prominent guests. These included Oscar winner Stefan Ruzowitzky, Volkstheater director Michael Schottenberg, musical star Caroline Vasicek, Bundestheater managing director Georg Springer, tennis pro Stefan Koubek and the legendary Rapid football player Franz Hasil.
Bank Austria's guerrilla marketing campaign for the UEFA EURO 2008TM already began in May. There were, for example, free-kick "walls" at large intersections during red lights, goalies in busy places and a massage station in front of the main Bank Austria building on Vienna's Schottengasse. The main message: UniCredit Group is passionately involved. In addition, the main buildings on Lassallestraße were hung with huge mesh banners and a train with a Bank Austria design ran along the U2 metro line.
Enquiries: Bank Austria Press Office Austria
Tiemon Kiesenhofer, Tel. +43 (0) 50505 ext. 52819
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