Mission:

TK Maxx and football have one thing in common: they are driven by fans and their passion. Just in time for the European Championship in Germany, all fans should be shown that they are the champions of a better deal. Our task: to create an exclusive experience for 30 of the most influential German influencers around the opening game that combines the character of the lifestyle brand with football, gets guests in the mood for the game and makes TK Maxx an experience in the world of football.

Solution:

We developed a storytelling concept based on a football team's training camp. Because, as we all know, the fans are the twelfth player. At upside east, a rooftop location in Munich, a TK Maxx fan camp awaits our guests. With healthy sports catering, a trendy goal wall, a glamorous football booth and a live jersey press, our guests were able to prepare themselves for an exciting game. The highlight in the afternoon: the roof terrace with a view as far as the Alps and our TK Maxx garden, where our super fans could get in the mood for the game with good music and personalised ice cream.

Success:

A successful and atmospheric summer day with beaming faces and many impressions. We created a unique atmosphere with our decoration concept. Over 100 million followers were able to experience TK Maxx and the opening game of the European Championship via the influencers and cheer on the German national team. The highlight of the day: Germany won the game and the cheering was worth it!