After signing a three-season deal at the VELUX EHF FINAL4 2017 to become an official regional premium sponsor of the VELUX EHF Champions League, a further agreement, brokered by EHF Marketing GmbH, was reached with Infront for the Men’s EHF EURO final tournament which saw Gorenje become the official sponsor of the Men’s EHF EURO in 2018 and 2020.
In a sign of the strength of the partnership, Gorenje’s #simplyfans campaign one won the prestigious SPORTO Sponsorship Award, which ensures entry into the ‘Best of Europe’ European Sponsorship Association (ESA) Excellence Awards, to be held in London in February 2019.
The Gorenje Group created the campaign with the objective of supporting their sponsorship of European handball and uniting sports fans from the whole Adriatic region and across Europe as well as improving awareness and perception of the Gorenje brand across the continent, particularly in Germany, Scandinavia and the Balkans where handball is one of the most popular sports.
The first phase of the #simplyfans campaign focused on the Adriatic region, where the company has six subsidiary units. Over 700 handball fans from Slovenia, Croatia, Montenegro, FYR Macedonia, Serbia and Bosnia and Herzegovina were taken in specially branded #simplyfans buses to see the matches of the Men’s EHF EURO 2018 in Croatia, with a related TV campaign reaching a TV audience of 7.5 million.
The campaign was further supported with famous handball stars Vid Kavtičnik, Ivano Balić and Nikola Karabatic as ambassadors, including their presence in TV commercials and also a strong social media campaign.
The digital strategy made use of owned, earned and paid media with a goal to encourage fans to participate in prize draws in selected markets and share the spirit of #simplyfans through their own channels – including taking ‘fridgies’ instead of selfies in front of Gorenje fridges at venues.
The second phase of #simplyfans then rolled out across the VELUX EHF Champions League through logo presence on LED advertising, floor stickers, press backdrops, product placements and social media campaigns
As part of a spring campaign, the four biggest #simplyfans were taken to the VELUX EHF FINAL4 to congratulate their teams personally at the award ceremony, have a guided tour behind the scenes including the team dressing rooms with the club-branded Gorenje fridges. With another Europe-wide campaign in December, a creative fan won a fridge in his favourite club’s colours with a further nine fans also rewarded.
The initial success of #simplyfans extended well beyond handball and into other sponsorship activities of the Gorenje Group and its subsidiary units with nearly EUR 18 million-worth of total media value and 278 hours of visibility during the Men’s EHF EURO 2018 and a presence at 138 VELUX EHF Champions League matches in eight countries with 3,200 hours of visibility and EUR 22.3 million-worth of media value in the 2017/18 season.
Would you like to see this fridge in your home? Post your #SIMPLYMOMENTS photo and make your chances to win it higher!— VeszprémHandballTeam (@mkbveszpremkc) November 13, 2018
Follow @gorenjesimplyfans on Instagram for more info.#simplymoments #veluxfehfcl #simplyfans #simplyVeszprem https://t.co/zoqooeENqF pic.twitter.com/vtJEfiNJgr