This Euro 2024 tournament tree is made up of 28 containers sprayed with the country flags – an OoH campaign that catapulted the host city of Hamburg into the hearts of the world.
It has a local touch, it’s adaptable, it reaches a wide audience, it’s great for sharing on socials and it uses a never-before-touched advertising medium – from an OoH point of view, it is a dream campaign that Hamburg’s currently pulling off at its city harbor. The city’s marketing team commissioned the construction of a tournament tree out of 28 containers. It is said to be the largest of this European Championship, and that’s certainly no exaggeration. It’s built to make the round of 16, the quarter finals, the semi-finals, and the finals visible from the other side of the chanel. The best views are said to be at Dalmannkai in the Harbor City, at Hafenkran Strandhöft, and at the stairs of the Platz der Deutschen Einheit.
After the last two last-16 matches on Tuesday night, the quarter-final container line has now been sprayed. The team of sprayers, led by 30-year-old Manuel Schumacher, spent the morning after each match day painting the flags of the winning teams. Each flag takes about an hour to paint, Manuel Schumacher told the Hamburger Abendblatt newspaper. Now it’s time for eleven more sleeps and four more spraying sessions until the European champions stand at the top of the container podium.
Continuation of The Bigger Draw campagn
The advertising agency Jung von Matt Sports, commissioned by Hamburg Marketing and the Ministry of Economics, is behind the OoH tournament tree. The installation has been a part of the European Championships since December. The group draw was staged as part of the live campaign “The Bigger Draw” at the port of Hamburg. During the draw, dock workers stacked containers displaying the flags of the drawn groups in real-time. This campaign garnered worldwide media attention and won a total of 43 prizes. The containers were then arranged to represent the match schedule for the group stage.
