UEFA Euro 2016 Trophy Tour

UEFA Euro 2016 Trophy Tour

Experiential Campaign




To ignite the passion of football fans across France in the build-up to Euro 2016.


We brought the tournament tantalisingly to life on a train specially commissioned for fans by UEFA. Five carriages were individually transformed into unique brand experiences, reflecting different aspects of the tournament.

The train toured 25 cities in 62 days in the build-up to the tournament. And the first experience that greeted fans once on board was the majestic Stade de France, complete with a photo opportunity alongside the official Henri Delaunay Trophy. Next, they were able to immerse themselves in a perspective-challenging changing room filled with original memorabilia from every tournament. 

In David Guetta’s studio, fans were given the chance to win match tickets, simply by performing the official Euro 2016 song and, in the process, becoming one of the one million voices featured on the track. Younger fans got to fly with the tournaments official mascot, ‘Super Victor’, in a bespoke wind chamber. Finally, autograph hunters got to experience the Official Broadcasters carriage that included a VR experience.


107,000 football fans experienced the tour

80,000 downloaded their trophy photo / 45,000 data-captured

97% of visitors rated it very good or excellent

57m social media reach

48m traditional media reach

MAA 2017 #DoDifferent Best International Marketing Award 

More work