Football- and collecting-fever at REWE – with the official DFB collector's cards

One of the largest special event campaigns in Germany’s food retail market kicked off on 26th April 2012. Now available in the 3,500 participating stores of REWE, toom and nahkauf, are the official DFB collector's cards 2012 with the most popular footballers from Germany’s national team. It is thus intended, in the year of the EURO 2012, to once again arouse the passion for collecting among the stores’ football-enthusiastic customers.

In time for the UEFA EURO 2012 starting in Poland and the Ukraine in four weeks, a campaign is being launched that is larger than all similar activities in Germany up to the present. For the FIFA World Cup 2010, the largest initiative to date took place – within which more than 110 million collector’s cards were distributed within seven weeks. These campaigns were developed by the providers of special services for customer loyalty programmes: The continuity Company of Düsseldorf (TCC) in collaboration with the DFB’s licensing agency, the brand management and media company m4e AG.

“We are very pleased that we have REWE together with us as a partner within the scope of this special initiative with its focus on the UEFA EURO 2012v. The official DFB collector’s cards 2012 and the accompanying album make a wonderful souvenir and a beautiful memento – not only, but of course especially, for the fans of Germany’s national football team” emphasises the national team’s manager Oliver Bierhoff. “Following the extremely successful DFB collector’s cards campaign for the World Cup 2010, on behalf of REWE together with TCC we are naturally very pleased to implement – for this year’s European Football Championship as well – a further loyalty programme with DFB premiums. Especially for the young, the passion for collecting continues unabated!” endorses Hans Ulrich Stoef, CEO at m4e AG.

With each 10 euros’ purchase, REWE customers receive an original DFB collector’s card with motifs of their favourite national team-members completely free with their shopping. In total there are 32 official DFB trading cards. 26 team-member cards with all the relevant statistics on Lukas Podolski, Thomas Müller and others, as well as three trainer cards. Further special cards, one of the DFBmascot Paule, a limited special card with a shining-effect of the “Twelfth Man” and a card with thenational team logo are also available. In addition, six of the collector’s cards of the top-stars have a 3D function as a special feature: When the 3D cards are held in front of a webcam, the player becomes three-dimensionally visible in action. These DFB cards can be collected, swapped and used for the DFB-stars card-game. They can also be used to fill the official DFB collectors’ album, which can be purchased in the stores at a special-offer price of €2.50. A tournament planner, including all relevant information concerning the national squad, is also enclosed. Further DFB fan merchandise such as collectors’ drinking glasses with eight different motifs, a soft toy version of the DFB mascot Paule, a DFB collector’s box, a DFB collector’s folder and a DFB fan-streamer for the car window are also obtainable at REWE during the promotion period.

The DFB collector’s cards initiative is open until 16th June 2012 and is advertised in the stores via prominently placed displays, posters, banners and many other advertising media. In addition to the advertising in the stores, the initiative is supported by national TV and radio spots as well as through REWE’s broadsheet leaflets. Further publicity drives on the Internet and in print-media are also being introduced.