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Hisense goes ‘Beyond Glory’ with UEFA Euro 2024 campaign

Hisense, the Chinese electronics brand, launched a campaign earlier this month to celebrate its sponsorship of the UEFA Euro 2024 league for the third consecutive year.

Titled ‘Beyond Glory’, the campaign aims to celebrate the brand’s relentless pursuit of excellence, mirroring the dedication of professional footballers aiming to be EURO champions. The latest from the campaign is an ad spot, launched regionally, called ‘Feel Every Moment.’

Hisense aims “to unite footballs fans with cutting-edge technology designed to transform the way viewers experience UEFA EURO 2024™ at home,” said Fazalur Rahman, Regional Marketing Director, Hisense MEA.

The campaign videos integrate Hisense’s newest products into the match-watching experience, showcasing how a Hisense home environment immerses the viewer into the game.

Rahman said the creative concept behind the spot was developed to capture the emotional journey of football fans.

This was captured creatively in the latest ‘Feel Every Moment’ installment, with a Hisense air conditioner unit raising hairs during a tense moment in a game.

The campaign extends to on-ground activations through Hisense designed fan zones across the region and game ticket giveaways through collaborations with prominent UAE radio station Channel 4, and other partner events.

“By leveraging digital platforms and interactive content, we’ve created an engaging and immersive experience that goes beyond traditional advertising and connects with fans on a personal level,” said Rahman.

“The narratives are intended to resonate deeply with our audiences and their shared love for sport, through highlighting the passion, anticipation, and collective joy that defines the UEFA EURO 2024™ experience.”

“‘Beyond Glory’ goes beyond just watching the Euros,” he said. “It conveys the emotion behind the football-watching experience,” Rahman said.


Agency: Saatchi & Saatchi ME
Managing Director: Ramzi Sleiman
General Manager / Business Lead: Karim El Kari
Creative Director: Mirko-Arico Torreno
Copywriter: James Child
Account Director: Hiam Baltaji
Senior Account Executive: Karim Saad
Strategy Director: Adrian Mutescu