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How We Organized a 7Days Brand Activation to Support the EuroCup Final — Reaching 4,000+ Participants in Just 4 Days
- Reading time: 6 minutes
Client
Chipita St. Petersburg LLC is the Russian division of the international company Chipita (brands include 7Days, Molto, Fineti, and more).
7Days is the No. 1 croissant brand in Russia, with products sold in over 65 countries worldwide.
The brand actively supports large-scale sporting events, promoting the values of energy, drive, and team spirit. 7Days is also a general sponsor and partner of the EuroCup basketball tournament.
The brand actively supports large-scale sporting events, promoting the values of energy, drive, and team spirit. 7Days is also a general sponsor and partner of the EuroCup basketball tournament.
Objective
In 2018, 7Days became an official partner of the EuroCup.
The client approached us directly with a mission: to organize a series of vibrant brand activations in Krasnodar during the final stage of the EuroCup. The goals were:
The client approached us directly with a mission: to organize a series of vibrant brand activations in Krasnodar during the final stage of the EuroCup. The goals were:
- Conceptualize and execute promo events at three different locations
- Highlight the brand’s connection to basketball
- Boost emotional engagement and strengthen audience-brand connection through memorable experiences
Solution
Basketball, Croissants & the SICHKAR GROUP Team
The activation followed a simple principle: where there’s basketball, there’s 7Days.
To ensure 7Days wasn’t just another logo on a banner but a true part of the basketball celebration, we had to connect with people emotionally.
We designed a journey in which the brand met the audience in multiple moments of their day — while shopping, at work, and during the final match. In every touchpoint, it spoke to them in the shared language of sport, flavor, and meaningful interaction.
We built three engagement formats:
To ensure 7Days wasn’t just another logo on a banner but a true part of the basketball celebration, we had to connect with people emotionally.
We designed a journey in which the brand met the audience in multiple moments of their day — while shopping, at work, and during the final match. In every touchpoint, it spoke to them in the shared language of sport, flavor, and meaningful interaction.
We built three engagement formats:
- A public zone in a shopping mall
- A private activation in a B2B partner’s office
- A final event at the EuroCup main arena
Execution
Sports, Emotions, Croissants & a Bit of Brand Magic
- April 7−8Krasnaya Ploshchad MallIn the heart of the largest shopping center in Krasnodar, we set up a lively, visually striking 7Days promo zone. Right next to the central fountain, we created a full-on branded territory:
- Photo zone with the real EuroCup trophy: visitors could pose with the tournament’s ultimate prize
- "Toothy" the mascot of Lokomotiv-Kuban: a fan favorite, drawing smiles from both kids and adults
- Interactive arcade basketball: giving everyone a chance to feel like part of the tournament
- Autograph stage: Lokomotiv players signed balls and cards, posed for photos with fans
The star of the show was sports host Boris Miroshnichenko, who emceed the event, ran contests, introduced guests, and kept both children and adults energized — bringing the brand to life.
We also organized croissant sampling. Every guest left with a warm, fragrant 7Days croissant in hand — a tangible, delicious memory. - April 9TransAsia Office ActivationOn Monday, the brand "paid a visit" to the office of TransAsia, a key B2B partner of 7Days.
The goal was simple: turn a regular office day into a basketball celebration.
We brought the EuroCup trophy into the office, set up a compact photo zone with professional lighting and angles, deployed promoters, and — of course — handed out croissants. It was a small but impactful activation that surprised employees and left a strong impression: 7Days isn’t just a supplier — it’s a brand that’s great to work with.
- April 10Basket-Hall, EuroCup Final MatchThe grand finale: Lokomotiv-Kuban vs. Darüşşafaka — the match watched by fans across the country. And 7Days was right in the heart of it. The arena welcomed 7,124 spectators, and nearly all of them interacted with the brand in some way:
- Trophy photo zone (now just outside the stadium)
- Arcade basketball, once again attracting fans of all ages
- Promoters in branded outfits distributed fresh croissants — fast, tasty, and right on theme
- Throughout the entire evening — before, during halftime, and after the game — the brand wasn’t sitting on the sidelines.It was front and center, not just in banner form, but in emotional experience: people were smiling, eating, interacting, and snapping photos. That’s what true audience engagement looks like.
Results
- 4000+participants
- 35 000+croissants distributed
- 3 eventsin 4 days
- 7Days present in three key brand environments:B2C (mall), B2B (office), and the sports arena
- Dozens of photostaken with the EuroCup trophy and the Toothy mascot
Project Team
- ChipitaClient
- Ekaterina SichkarFounder of «SICHKAR GROUP»
- Valeria KuzmaCEO of «SICHKAR GROUP»
- SICHKAR GROUPTeam
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