UNiDAYS' ambition is to make student life more affordable through the best discounts and brand offers in the world. With a strong product built, the challenge was capitalising on cultural moments to show students why it matters. Football tournaments like Euro 2024 represent the biggest shared conversation, but it's notoriously difficult for non-global brands to cut through against major sponsors. UNiDAYS needed a smart, culturally native plan to resonate with digitally native students who live for big sporting moments, share memes in real time, and expect brands to show up naturally with humour and relevance. The question was how to harness the Euros' cultural power to drive brand awareness, app downloads, and giveaway participation: out-thinking rather than outspending the competition.
The solution was creator-led football challenges rooted in genuine fan culture. Leading with Woody & Kleiny, the relatable duo with football credibility, the campaign delivered hilarious challenges that tapped into how students already engage during tournaments, blending Euro 2024 fever with TikTok's challenge obsession. Extended through creators including Joe Thomlinson, Jess Watkins, Ergys, F0ur Br0thers, and Charlie The Commentator, the idea travelled organically across feeds and fan communities at scale. Results were outstanding: 4.5 million views, 170,000 likes, and over 100,000 click-throughs. Most importantly, UNiDAYS embedded itself into the Euro 2024 conversation, with students viewing the brand as part of the hype rather than an interruption, proving that with the right cultural insight and creator-led approach, brands can own big football moments without outspending the giants.
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