IFA International 2019 Day 5 Edition

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
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