PwC supports dutch football team in a Spectacular Way

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Amsterdam – Some fans wave scarves and others sport the jerseys of their favorite player, but for Euro 2008 – the European Football Championship – PricewaterhouseCoopers (PwC) is showing the ultimate in colorful support. PwC has wrapped its Amsterdam headquarters in a colorful display that covers more than 16 floors and is over 1000 square meters in size.

Designed by kubik, the mega graphic clearly and creatively displays PwC’s role as one of the main sponsors of the Royal Dutch Football Association and as a prominent supporter of the Dutch team at Euro 2008. The graphic has been positioned along Amsterdam’s highway A4/A10 for all to see.

“At PwC, we really wanted to emphasize our support for and sponsorship of the Dutch football team during Euro 2008 and we wanted to do it in a spectacular way”, said Meint Waterlander, spokesman and head of sponsoring at PwC. “Our head-office, located along the busy Amsterdam highway A4/A10, provided the perfect canvas for a powerful image that linked the Dutch team with our own activities.”

In addition to the imaginative building-sized graphic wrap, kubik also developed an internal marketing campaign to build awareness of PwC’s sponsorship among the 5,000 employees of the renowned accounting firm. Using the players’ jersey numbers from the graphic, employees of PwC were encouraged to play the role of the head coach and compose the best team line-up for the games of the Dutch team. Specially designed displays for this internal marketing game are placed at 16 separate offices of PwC throughout the Netherlands and guerilla-style stickers are distributed at the offices to promote participation.  Participants in the contest have the opportunity to win an original, signed Dutch team jersey.

“kubik really understood our needs and they came up with a great internal marketing program that not only encourages our staff to support the Dutch team, but to make sure all of our employees are aware of this great sponsorship,” said Waterlander. “Now we just hope that this great image of cheering Dutch players will become reality throughout Euro 2008.”

“The request from PwC was a perfect fit for the expertise of kubik, as a specialist in environmental communication we have executed similar ‘mega graphics’ for companies like ABN AMRO and ING,” said Hajo Reinders, managing director of kubik Amsterdam. “The PwC Euro 2008 project is a great addition to our portfolio and it was especially rewarding to develop a great internal marketing campaign that complements the graphic treatment.”

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