Goals and objectives
The “Everything But Football” multibrand campaign, developed by creative studio tportal for Hrvatski Telekom d.d., set out to reimagine the traditional sports marketing approach during EURO 2024. Rather than focusing solely on football, the campaign aimed to spotlight the culture, lifestyle, and attractions of the host cities, creating a richer, more immersive experience for fans and their families. Through engaging storytelling, visually captivating content, and interactive formats, the campaign explored local cuisine, historical landmarks, vibrant neighborhoods, and must-see destinations. This broadened the appeal beyond hardcore football fans to include travel and culture enthusiasts. A key element was the thoughtful integration of partner brands—Huawei, SPAR Croatia, Renault Croatia, and Groupama Insurance—each contributing relevant value through technology, food, mobility, and insurance, all woven naturally into the narrative to enhance the user experience.
Surprising Insights
One of the most surprising insights was the strong performance of non-football content during a major football event. Audiences showed a high level of interest in cultural and lifestyle narratives, validating the campaign’s decision to take a non-traditional approach. Additionally, the success of native brand integrations demonstrated that consumers are receptive to branded content when it adds genuine value to their experience.