IFA International 2019 Day 5 Edition

cleverdis

BROUGHT

TO YOU BY

TRADE TALK

EURONICS TARGETS GAMING AND

PURSUES NEW BRANDING ROLLOUT

Euronics International, one of Europe’s largest consumer

electronics groups, became a sponsor of esports company

ESL earlier this year and will be present at the upcoming

ESL ONE global live gaming event in October. John Olsen,

Managing Director, Euronics International, explains the

strategy.

The ESL ONE event takes place in

Hamburg, Germany, but it is a major

international event. We have been

thinking for some time that we need

to increase our brand awareness

by targeting specific consumers –

in this case a young audience. We

believe ESL ONE is one of the most

interesting and growing platforms

with which to achieve those

objectives

What will this bring to your

network in terms of brand

awareness?

We are aiming to increase

awareness of our brand, following

the launch of the new brand identity

which is being implemented in 20

of our markets – and specifically in

Germany this year, to coincide with

the 50th anniversary of the national

group.

Furthermore we want to promote

our umbrella ‘Member of Euronics’

brand for the markets that have a

strong local brand, which is an asset

that we do not want to lose.

On top of that, gaming products are

in our range and therefore we want

to be acknowledged as the official

retailer of ESL ONE.

Will the promotion go beyond

Germany?

The ESL ONE event will be streamed

worldwide, in English and 10 other

languages – so all our markets can

benefit. As well as ESL ONE, we are

sponsoring national ESL leagues in

Germany – where an Euronics team

is playing – as well as France, Italy,

and Spain, giving us an additional

level of engagement in key markets.

Those are national executions, but

negotiated internationally at group

level

Hall 23

Stand 102

John Olsen

Managing Director,

Euronics International

www.ifa-international.org IFA International • Tuesday 10 September 2019

13

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