Bilka – Bilka Street Football Tour

Four children playing football

We are currently helping hypermarket chain Bilka with developing and executing a street football tour for kids between 9 and 12. This is Bilka’s largest event as of today – and a task we are taking on us with great excitement and humbleness.

Insights and strategy

JCP Arena is Dansk Supermarked Group and Bilka’s preferred partner regarding larger national events taking place at the Bilka chain’s 18 hyper markets. In 2017, Bilka asked us to develop and execute their largest customer event to date. Based on experience with nationwide street football events, we recommended the chain a similar solution. Our task has mainly been to locate sponsorships and clarify financial matters.

We searched for several obvious and relevant sponsorships, which proved very successful: Telenor will be the main sponsor and will provide sponsor stands alongside Hasbro, Arla and Hyundai, to name a few. The partners will gain notable visibility and play a crucial part in the live-activation bit of the Bilka Street Tour. JCP Arena was also responsible for the layout and graphics, in which we could provide numerous top-notch solutions for film, online and print.

Bilka Street Tour 2017

The price per team is 250 DKK, a fee that will go in its entirety to the organization Børns Vilkår («Children’s Terms») and their project Børn Hjælper Børn («Children Help Children»). To be more specific, the income will serve the project in developing its website to be more user-friendly and interactive for the site’s many visitors.

The Street Tour will be visiting 13 Bilka Hypermarkets throughout Denmark in June 2017, and 256 football teams and approximately 45.000 guests are expected to attend. The intetion is that the Street Tour will be an annual event hosted by Bilka, and planning of the 2018 execution has already begun.

The results