Make sports count
Building on the success of previous collaborations like “Sign for an Equal Game” and “FootbALL,” our latest campaign with UEFA and the ERC is a call to action: train 100,000 fans in CPR basics. Featuring a multi-layered strategy and an impressive line-up of ambassadors, including Haaland, Martínez, Gullit, Bale, and Henry, this may be our most impactful campaign to date.
SERVICES
- Campaign
- Strategy
- Digital
- Development
CREDITS
- Golazo Brands Nederland
- Blickfänger
- Unfolded
- Czar
- Mark Engelen
A campaign for the uefa and erc
June 12th, 2021. Denmark vs Finland. 34th minute. A moment that would change football forever. The collapse of Danish midfielder Christian Eriksen during Euro 2020 left the football community in shock, prompting many to ask themselves: Am I really prepared to save a life?
With cardiac arrest being the third leading cause of death in Europe, UEFA and the European Resuscitation Council joined forces to raise awareness about the importance of CPR. This collaboration led to the creation of the campaign: Get Trained, Save Lives.
an Interactive online cpr course
To capture the attention of football fans worldwide, we needed an engaging and impactful solution. CPR remains a complex and often overlooked topic in many European countries, so we set out to break the stigma in a way that was both fun and informative, without losing the seriousness of the subject.
We developed an interactive training module that guides users through the CPR course in a playful, immersive experience. From the moment they enter the virtual locker room, they are drawn into a game-like journey where their actions determine the course’s progression. This continuous interactivity kept users engaged, leading to an impressive completion rate—62% of users who started the course finished it.
In under four minutes, football fans were able to learn essential CPR skills alongside their favorite players. To make the course accessible to a global audience, we provided subtitles and voice-overs in over 40 languages, ensuring everyone could benefit from this life-saving knowledge. This resulted in users from over 130 countries completing the course.
CAMPAIGN
To connect with football fans across Europe, we launched a multi-tiered social media campaign. First, we raised awareness about the importance of CPR, then encouraged fans to take the online course. With the help of campaign ambassadors like Henry, Bale, Neuer, and Haaland, we created compelling content urging the football community to get involved. This content was shared across the social media channels of the Champions League, Europa League, EURO 2024, as well as by ambassadors like Haaland and clubs like Inter Milan.
To ensure a steady flow of traffic to the online CPR course, we implemented a targeted paid advertising strategy across the 8 largest European markets. This campaign ran for over three months leading up to the EUROs, providing us with valuable data and insights. These insights allowed us to fully optimize the campaign for the grand finale: EURO 2024.
TV COMMERCIAL
The TV commercial premiered at the EURO’s during the Germany vs. Hungary match, capturing the attention of millions of viewers. Featuring a clear call-to-action at the end that directed viewers to get-trained.com, the commercial motivated over 100,000 fans to visit the online CPR course shortly after it aired.
With appearances from football legends like Rio Ferdinand and Didier Deschamps, the commercial combined emotional storytelling with high-profile ambassadors. This powerful blend resonated not only with football enthusiasts but also inspired a broader audience to take action and learn life-saving CPR skills.
the grand finale: euro 2024
The campaign reached its peak during EURO 2024, with the TV commercial airing across Europe during half-time breaks of the matches, reaching an audience of over 1.7 billion viewers. This resulted in over 750.000 people visiting get-trained.com during the tournament. Additionally, the campaign earned a dedicated sticker in the official EURO 2024 Topps sticker album, further amplifying its visibility.
In all fan zones across the ten host cities, a physical ‘CPR Zone’ was set up, hosted by UEFA and the ERC. More than 35,000 fans received hands-on training in chest compressions through interactive sessions, with special appearances by football legends adding excitement to the experience.