In the summer 2017, Bilka arranged the first ever Bilka Live Street Soccer Junior Tour 2017 with Telenor as main sponsor. The Street Soccer Tour started in Copenhagen and ended in Aarhus a month later after visiting Bilka in 13 Danish cities.

Format helped Telenor conceptualize its sponsorship and created Telenor Street Supporters, a concept that strived to engage the attendees to be the best street supporters Denmark had ever seen.

Format helped tying the events with specific street offers available in Telenor’s shop in Bilka, by creating an instant competition leading street soccer attendees into the shop. Furthermore, Format built an outdoor competition, for all attendees, which was set up at all the events. To participate, one had to portray the ultimate street supporter, thus becoming empowered by the atmosphere to continue the support of the street soccer players.

Format delivered complete concept description and visual identity that were used for the events and in-store signs as well as inserts in Bilka’s magazine. Moreover, Format was in charge of all production of competition elements and coordination of crew for all events.

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