N ECTIO CONN AN GERM THE
BE PREPARED! The Bundesliga is set for the big kick-off next weekend with a blistering Friday night opener between champion FC Bayern München and challengers TSG 1899 Hoffenheim. With that in mind, a chance to stoke fan fervour even further for the league was fully actualised with the launch of the summer engagement campaign.
Centred around five Bundesliga indispensables, namely the players, supporters, referees, groundsmen and commentators, the campaign to connect and increase excitement for the start of the new season was put into place with the slogan Be prepared. These five groups are the heroes of the Bundesliga and as such, focus was given to each group with an amusing video take on how each typically spends their summer days while impatiently waiting for the season to start again.
Running since the start of this month until the 26th, the promotional campaign aims to increase engagement over the digital platforms of broadcasters, clubs, and the league. In distinct video clips that merge into one overall idea, the aforementioned five ‘heroes’ are all seen keenly awaiting the season’s commencement.
The players are humorously represented by an over-eager supermarket shopper dressed in a full kit who challenges for the groceries on display with the same intensity as if he were competing on a football pitch. The Bundesliga’s main protagonists, the players are those who bring us those moments of jaw-dropping skill, spectacular goals and unexpected drama.
Then, of course, there are the fans.
Even when watching their daughters’ ballet recital, the supporters in the specially produced piece cannot help but reproduce the passion they bring to the stands of their favourite Bundesliga ground or when watching games at home to this unlikeliest of scenarios. With the countdown to kickoff in the 2018/19 season edging closer, the fans here are certainly making sure they are prepared.
As is the referee, who can’t help issuing yellow and red cards for poor parking or the groundsman who fervently plants a corner flag in his specially constructed park pitch, thus interrupting a summer romance. And, of course, there is the commentator, the voice that interprets the action for those watching around the world. Back in our supermarket, the summer months see the announcer preparing with a running commentary of shopping items being passed over the check-out scanner.
Indeed, the message couldn’t be clearer: whether a player, a fan or anyone connected with or in love with the Bundesliga, we’re all waiting with huge anticipation for the upcoming season. The Be prepared campaign locks in on that passionate dedication while relating to the core of the Bundesliga’s values.
A big part of the engagement plan calls for the active testing of fans’ knowledge regarding the league, clubs and players via various quizzes relating to the above ‘indispensables’ of the Bundesliga. A wonderful opportunity to activate and promote each holders’ Bundesliga rights, these specially designed quizzes help to test and educate audiences in the run up to the season’s start and can be used on online and social media platforms. Users are encouraged to get on the
For example, a history quiz asks one of the following questions: ‘Which of these mythical Bundesliga goalkeepers has scored a goal?’ The user is offered a choice of three possible answers: Oliver Kahn, Jens Lehmann or Sepp Maier. In Fan History, meanwhile, a question might look like this: ‘What is the name of Borussia Dortmund’s most famous supporters’ group?’ The answer will come from a choice of, The Yellow Tide, The Yellow Submarine or The Yellow Wall. Further such posers on referees, groundsmen and commentators add to the challenge where, ‘Only the very biggest Bundesliga fan can get all the answers correct.’
With anticipation for the opening round of games in the Bundesliga season set to be at an all-time high among all concerned, we’re certain everyone is doing their bit in order to ‘Be prepared’ for the big kick-off.
With anticipation for the opening round of games in the new season set to be at an all-time high among all concerned,it is a certainty everyone is doing their bit in order to Be prepared for the big kick-off.