Among the Top 5 European leagues, there’s no doubt Bundesliga has been growing in the last 20 years.
Their international awareness grew thanks to the results of the Nationalmannschaft. The German national team won a World Cup in 2014 and exported a new model and brand of football.
Furthermore, this made an impact, especially in Japan. German clubs have become more and more influential in the country. This happened too due to Japanese players moving to Germany, after the 2010 FIFA World Cup.
Bundesliga, a league to celebrate in Japan
Nevertheless, Bundesliga wanted more. Therefore, we worked with them to produce a special campaign to promote the German championship in Japan.
With the help as well of SkyPerfectTV – the official broadcaster of the league in Japan -, we produced something amazing.
This special clip pitched Japanese fans living their lives in the middle of the night. Several people were pushed by their passion for German football.
The Bundesliga represents the point of contact for people around the places in Tokyo. They all come together to follow live the match and enjoy this experience together.
Beyond the clip: the contest
It wasn’t just about the clip, though. To expand brand awareness, a special contest was promoted.
Fans were asked to share their love for Bundesliga and the reason why they started following the league.
The final prize for the winner? An autographed shirt by Makoto Hasebe, former Japan’s national team captain and current Bundesliga Legend.
The jersey of the Eintracht Frankfurt veteran was just the main prize. Further goods were up for grabs for whoever took part in the competition.
The clip was pushed through Twitter, Sponavi and SkyPerfectTV. The aim was to promote the image of the German championship, but it was a wonderful experience to share a massive partner.