SURFSHARK
EURO 2024: Leipzig Activation
OOH Campaign Case Study
challenge
Surfshark, a global VPN provider, launched a short-burst Out-of-Home (OOH) campaign during the UEFA EURO 2024 tournament last year to increase brand visibility. With Leipzig hosting several key matches, the brand focused on reaching international football fans and high-density transit audiences with an affinity for sports streaming.
- Brand context: Established VPN brand leveraging a major sports moment
- Identified challenge: Break through crowded digital and physical environments
Business goal: Build awareness and trigger digital response through hyper-local targeting
- Tactical highlights:
- Event-synced burst aligned with match days
- Emphasis on transport hubs and pedestrian-heavy zones
Action
The campaign was live from 18.06.2024 – 17.07.2024, targeting key match dates including:
- June 21: Netherlands vs. France
- June 24: Croatia vs. Italy
- Target audience: International visitors and local transit audiences, sports streaming inclined
- OOH Formats Deployed in Leipzig:
- Tram & Bus (Deckenflächenplakate)
- Bahnhofnetz, HBF (CLP and Megalights)
- Innenstadt, HBF, City (Großfläche)
Growth KPIs
↑ 3.8x Surge in National Search Volume
Germany-wide search interest for “Surfshark” peaked during the campaign window compared to pre-campaign levels in May.
↑ Surfshark Search Index in Leipzig: 83
Campaign-period data shows elevated interest above national average in the EUROs host city.
↑ Search Index in Dresden: 100
High interest in a non-campaign neighboring city suggests spillover from traveling match attendees.
↑ Sustained Lift Post-Campaign
National searches remained ~35% above pre-campaign baseline into late July.
Conclusion on Search Trend:
While the daily average change may seem small, the timing alignment with match days and the campaign window is notable. This kind of movement; during this 30-day burst, suggests stimulated awareness in tandem with the event hype.
