650 m
Social Media
Impressions
+150 %
Top of
Mind Awareness
156 m
shoppers reached
Location
Germany, Munich
Germany, Hamburg
Industry
Consumer Goods
Services
Strategy & Consulting
Creative & Content
Media & Data
Overview
During the UEFA EURO 2024 in Germany, Bitburger, as the official beer partner, launched a campaign promoting openness and human connection in times of growing intolerance. Centered around the word “Bitte” (“please”), the brand invited Europe to “Bitte celebrate what brings us together.” At the heart of the campaign was an unscripted road‑trip film capturing real fans across Germany and celebrating the unifying power of football through authentic, emotional moments.
Challenges
Times of joy in challenging times
In summer 2024, the UEFA EURO kicked off in Germany. Bitburger as the official beer partner of the UEFA EURO 2024 aimed to promote openness and human connection in times of rising hate speech and growing intolerance in Europe.
Solution
An authentic campaign for EURO 2024
The campaign set the tone for the championship. Based on the simple word with a huge impact “Bitte”, meaning “please”, Bitburger invite Europe to “Bitte celebrate, what brings us together”.
At the heart of the campaign a TV commercial was set-up as an eclectic road trip through Germany, backed by a locker-room speech - not for the players, but for the supporters. The speech encouraged fans to celebrate football in their own way: wearing their unique colors, watching games wherever they could, or even asking for a TV at a wedding.
The film was shot without an explicit script, capturing 100% authentic reactions and interactions. Real fans - not actors or models - were featured, ranging from bartenders in local pubs to marching bands and families traveling across Germany for a single game of their team. This unscripted approach highlighted the raw, unfiltered joy and passion of the fans. By showcasing football culture through this lens, Bitburger celebrated the sport’s ability to bring people together in unexpected and meaningful ways, even in difficult times.The campaign, titled "Her Name in the Game", was soon embraced by other Serie A teams, including Cagliari, Udinese, Torino, Genoa, Hellas Verona, Lecce, and AC Milan's women’s team. Strategically, we focused on leveraging the emotional power of football to drive the conversation. By aligning the initiative with a significant day - Mother’s Day - we tapped into the hearts of both male and female fans.
The campaign’s placement across social media, TV broadcasts, and live events ensured massive visibility, amplified by spontaneous engagement from players, teams and fans.
Without spending any money on paid media, the campaign generated over 4 million euros in earned media, once again proving its effectiveness in raising awareness and improving AC Milan's reputation as a socially responsible club.
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"The UEFA EURO 2024 is THE event we are all looking forward to. With Bitburger and our ‘Bitte’ campaign, we are standing closely by the fans and we welcome everyone to join us. Our campaign aims to call for celebrating together, lightness and joy and thus whet the appetite for a great football festival."
CMO
Bitburger
