Marketing Report
German beer brand Bitburger and Serviceplan celebrate the emotional power of football for EURO 2024

German beer brand Bitburger and Serviceplan celebrate the emotional power of football for EURO 2024

Football has the power to connect people.

With the claim Bitte Let's Celebrate What Brings Us Together, Bitburger and Serviceplan are taking viewers on a journey through football-loving Germany.

In pubs and gardens, but also in living rooms, restaurant kitchens, workshops, mobile homes and market squares, football is celebrated together. Communal and genuine emotions - this is what the Bitburger EURO24TM campaign film shows in authentic and honest images.

What makes the film special? All the protagonists shown are real football fans, not actors. A rousing ‘cabin speech’ accompanies the film and calls for the celebration of a united football festival.

Within the campaign, the "Bitte" (meaning please in English) is the visual and textual anchor of the communication and introduces the new brand platform, where it’ makes everything possible.

Christoph Weber, CMO, Bitburger Braugruppe: "The UEFA EURO 2024 is the event we are all looking forward to. And it is an event for everyone. With Bitburger and our ‘Bitte’ campaign we stand side by side with the fans and we warmly welcome everyone. Our campaign calls for community, lightness and joy and wets the appetite for a great football festival."

Till Diestel, CCO, Serviceplan Germany: "Our campaign authentically shows what football is really about: the fans. We get up close and personal with them as they celebrate their summer football moments. These honest, unvarnished emotions create a connection with all the other football fans out there, inspiring and enthusing."

As the official national beer of UEFA EURO 2024 in Germany, Bitburger is launching a major campaign in the run-up to the EURO24.

 The film is the first major highlight of the campaign. It will be accompanied by (D)OOH motifs celebrating small summer football moments and endearing characteristics of German fan culture. Further campaigns are planned for the coming weeks and during UEFA EURO 2024TM.

Serviceplan in Hamburg and Munich is responsible for the strategy, concept, and creation of the campaign.

Serviceplan won a multi-stage pitch in October 2023 and has since been responsible for the brewery group's communicative brand portfolio strategy and for the creative campaign communication of the Bitburger and Köstritzer brands.

Future Marketing, the Serviceplan Group's consulting service within the Plan.Net Group, is largely responsible for the digital transformation of the Bitburger Brewery Group. The focus here is on designing and implementing innovative digital experience strategies that are optimized through integrated journey management and the use of data-driven marketing.

 A key component is the Bitburger app as a user-centric touchpoint and central data hub within the new MarTech ecosystem - for an individual approach and consistently personalized brand and product experiences along the entire customer journey.

Serviceplan Activation in Frankfurt is responsible for all POS marketing strategies for the Bitburger Brewery Group. A current highlight is the creative design of the European Championship competition for retailers and restaurants via the Bitburger app. An activation mechanism specially developed for the brewery group was used for this.