Herman & partnerji

Brief

Mercator sought a way to unite fans and the Slovenian national football team into an inspiring digital community during the European Championship, while also accelerating downloads of the Moj M app.
Our goal was to create a unifying platform that would enhance the fan experience and raise awareness of Mercator’s commitment to the spirit of sport and national pride.

Solution

The Slovenian fan community became the 12th man, brought to life during the first preparatory match between Slovenia and Bulgaria through a 140-square-meter jersey developed alongside the fan anthem.
With the Moj M app transformed into an interactive fan hub, supporters could directly cheer on the Slovenian national team and stand by them throughout the championship.
Every goal scored by Slovenia rewarded fans with extra points, exclusive prize draws, and special savings — placing the app at the heart of the fan experience.

Services

gamification
campaign for app downloads
radio and print ads
outdoor and online advertising
social media
Mercator’s internal channels

“Every fan, every heart beating for Slovenia, is the twelfth player in the national team” was the core message of Mercator’s campaign during the European Championship.
As a major sponsor of the Football Association of Slovenia and the national team, Mercator united all fans in football euphoria through the “12th man” activation, supporting our players in Germany with loud fan cheers.

Fans were invited via the Moj M app, positioned during the championship as the ultimate app for football enthusiasts, to send the Slovenian team fan support in the form of jokes, posters, or banners featuring chants or longer messages expressing pride and passion for Slovenian football.

The campaign launched on June 8, 2024, with a grand spectacle at Stožice Stadium, where a group of young footballers unveiled a huge 140-square-meter jersey with the number 12 in the center of the pitch, symbolizing the collective spirit of the fans, while Slovenian team captain Jan Oblak addressed the crowd:
“Every cheer and every song from the stands fills us with strength and inspiration. You are not just spectators, but part of our journey.”

TEAM
Client representatives: Viktorija Radojević Mavrič, Kristina Gregorc, Urška Kovačič, Tinkara Urankar
Client Director: Tina Cirman Popovič
Creative Directors: Miha Bevc, Nina Tanhofer
Project Director: Ana Železnik
Project Manager: Klara Moškon
Designer: Tim Rebol
Content Creator: Sašo Braz
Digital Communications Director: Nina Tanhofer
Social Media Managers: Ela Milavec, Tina Stančič
Production: Aerodrom, Videomedia, Fini oglasi
Media Agency: Studio Nexus