Bauer Media Outdoor and its creative unit Urban Media, unveil an immersive activation at Antwerp-Central station for Coca-Cola Zero Sugar, celebrating UEFA EURO 24 in partnership with RMB.

Every football fan has their own little rituals, often unusual, to ward off the stress of the competition and cheer their team on to victory. Building on this idea, Coca-Cola Zero Sugar is integrating itself into these rituals and inviting fans to share their experiences with the brand in its "The Ritual Cup" campaign, broken down into creative action in stations by Urban Media.

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Uniting fans around their rituals

For the occasion, Urban Media has developed a football activation that immerses fans in the heart of the action. An interactive Photocube allows fans to capture their moments of passion and share them with their friends and on social networks, bringing the emotion of UEFA EURO 24 far beyond the walls of the station. A football mini-arena 6 metres in diameter invites fans to show off their footballing skills and challenge other fans in a spirit of conviviality and competition. Finally, a giant can of Coca-Cola Zero Sugar guarantees fresh refreshments in its fridge to quench the athletes' thirst.

The activation is enlivened by the presence of influencers in collaboration with RMB, creating an atmosphere of celebration and sharing, typical of big matches. Undoubtedly the gathering point for supporters, where they can quench their thirst while sharing their moments, becoming players in this great celebration!

"As the EURO campaign is a priority for us in 2024, we felt it was vital to bring a local layer to it to generate a sense of proximity among our consumers. We wanted to combine visibility, impact, experience, interaction and inspiration. Making our campaign more impactful and relevant at a local level is only possible with local partners; doing so with two partners like Bauer Media Outdoor and RMB, who have been working together on this theme for a number of years seemed like a no-brainer," explains Naomi Osorio Galan, Senior Manager Media Operations BELUX, The Coca-Cola Company.

"To celebrate our partnership with EURO® 2024, we will be highlighting the rituals of Belgian fans. Thanks to the collaboration with Urban Media, we can bring this celebration to our consumers via a live experience. A must-have local element in our plan," adds Stijn Belaen, Brand Manager Benelux, The Coca-Cola Company.

The campaign runs until 7 June in the monumental Antwerp-Central Station Hall. Elle est le résultat de la collaboration entre Coca-Cola, EssenceMediacom, GroupM, Urban Media et Bauer Media Outdoor.

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