Serviceplan brings “Sorry, but it’s World Cup” to life for MediaMarkt
20.05.2026
Serviceplan supports MediaMarkt in rolling out the international World Cup campaign and translates it for the Belgian and Dutch markets. The concept, “Sorry, but it’s World Cup,” builds on a simple and recognisable insight: during the World Cup, priorities shift and football suddenly becomes the most important thing, even if that serves as a perfect excuse to upgrade your home appliances.
The campaign humorously shows how people convince themselves to make some purchases, from an extra fridge just for drinks to a bigger screen or better sound. All in line with the international “Sorry, but it’s World Cup” concept, with Jürgen Klopp as the face of the campaign.
Locally, this is strengthened with a strong sales activation: customers who spend €500 or more on participating products receive a World Cup barbecue as a gift. This extends the World Cup experience beyond the living room.
Additionally, Serviceplan translated the international concept into local radio campaigns, highlighting typical World Cup feelings such as Red Devils madness and Orange fever, where everything else — even work — takes a back seat to scoring the best deals at MediaMarkt.
The campaign is rolled out across TV, online video, radio and online audio, and runs throughout the full World Cup period in Belgium, Luxembourg and the Netherlands.
