Retail & FashionSpecsavers × Zander Murray — Euros 2024 Fan Campaign
Specsavers brought Euro 2024 fan culture to life with Zander Murray, capturing authentic Scottish supporter reactions before Germany v Scotland in Munich.
Overview
The campaign
Specsavers worked with Sport Endorse and Tangerine Comms to activate around Euro 2024 with retired Scottish footballer Zander Murray. In Munich, Murray interviewed Scotland supporters ahead of Germany v Scotland, creating lively vox-pop content that captured the humour, emotion and unmistakable character of the Tartan Army.
The challenge
Euro 2024 offered Specsavers a major cultural moment, but standing out around an international football tournament required more than conventional advertising. The brand needed content that felt spontaneous, recognisable and genuinely connected to supporters rather than a polished campaign that simply borrowed football imagery. For the Scotland audience, that meant reflecting the personality of the Tartan Army and the atmosphere surrounding the national team's opening match against hosts Germany.
The activation also needed the right on-camera talent. Whoever fronted the content had to understand Scottish football culture, be comfortable speaking directly with fans and have enough personality to encourage natural, humorous responses in a busy match-day environment. The brief therefore called for someone with football credibility and strong presenting ability, rather than a passive endorsement role.
The Sport Endorse solution
Sport Endorse connected Specsavers and its agency Tangerine Comms with Zander Murray for a dedicated Euro 2024 vox-pop activation. Internal HubSpot records confirm the deal "Specsavers Vox Pop Germany v Scotland — Athlete Zander Murray", created on 6 June 2024 and managed by Trevor Twamley, with Rachel Hall of Tangerine associated with the project.
The activation took place in Munich around the Germany v Scotland fixture. Murray interviewed travelling Scotland supporters before the match, inviting fans to share their expectations, emotions and experiences. The format gave Specsavers access to authentic supporter voices while retaining a recognisable football personality at the centre of the content.
The resulting vox pops combined heartfelt and humorous reactions and focused on the relationship between Scotland's team and its travelling support. Rather than staging scripted brand messages, the campaign used Murray as a facilitator, allowing the fans themselves to become the story. Sport Endorse handled the talent connection and helped make the brand, agency and athlete collaboration possible in a time-sensitive tournament environment.
Athlete fit
Zander Murray was a particularly strong fit for a supporter-led football activation. A Scottish footballer with more than 100 career goals and experience in the Scottish professional game, he could speak to supporters with genuine knowledge of the sport. He had also built significant media experience through television, documentary and advocacy work, making him comfortable interviewing people and carrying unscripted conversations on camera.
His public profile also extends beyond football results. Murray became the first openly gay male footballer in Scotland to come out while playing senior football and has since become a prominent advocate for inclusion in sport. That combination of football credibility, openness and communication skills made him well suited to a campaign built around real people and authentic reactions.
Deliverables
- One athlete selected for the activation: Zander Murray.
- On-location Euro 2024 activation in Munich around Germany v Scotland.
- Pre-match vox-pop interviews with travelling Scotland supporters.
- Short-form fan-reaction content featuring humorous and emotional responses.
- Talent-led presenting and interviewing designed to capture authentic Tartan Army culture.
- Collaboration coordinated between Specsavers, Tangerine Comms, Sport Endorse and Zander Murray.
Results
No verified campaign reach, view, engagement or sales figures were available in the accessible Sport Endorse, HubSpot or public records reviewed for this case study. Rather than infer performance, the case study records only metrics that can be confirmed from the available evidence.
“We've been working with Sport Endorse for over two seasons now… simply put, they get things done." - Filsan Yusuf, Senior Digital Account Director (existing Tangerine testimonial on Specsavers activations)”—
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