The lead up to any football World Cup is always an exciting time. Panini as part of their promotion for the World Cup sticker album were looking for new ways to engage with their customers and have real life swap shops events.


This will be the 13th Panini World Cup sticker album with the first being the 1970 tournament in Mexico. Now with the ever growing interest in collecting the stickers, it now seems to have just as much appeal to adults as children, possibly more so. With this in mind, it meant there was a need for Panini to visit as many locations as possible across the United Kingdom, with the best solution being 2 buses running simultaneously - one visiting the North including Glasgow, Newcastle & Liverpool and a second bus visiting the South including Southampton, London & Cardiff.

Identical buses from our fleet were used with matching striking bus wraps featuring many of the worlds top players from the the sticker albums.

Outside of the bus a mini football pitch and stand was created with astroturf, corner flags and stadium seating.

Panini Bus Marketing Campaign
Panini Bus Marketing Campaign


With one bus heading to visit the north of the UK and the second bus heading out in the south the Panini roadshows visited towns, shopping centres and retail parks. Fans from across the country had heard of the upcoming event before the unprecedented arrival of the bus, so when arriving on site the buses were met by large crowds ready to visit the swap shop and collect their free sticker albums and free stickers given out by the Panini team.

Whilst the swapping of stickers took place the visitors to the bus were also entertained with football tricksters showing their skills and testing themselves against football fanatics visiting the bus. The Panini team also hosted a number of challenges to collectors throughout the tour, with more free stickers on offer to those who could do the most ‘keepy ups’.

The Panini tour was covered by both national and local press ensuring a busy stream of visitors each day at every location, with the campaign hashtag #GotGotNeed across all social media channels showcasing the highlights of the tour throughout the buses journeys.


Commbus Project manager Brodie Setaro said

“ As a huge football fan I throughly enjoyed working with Panini on this project. It was great to develop their initial ideas on wanting to go on the road, expanding the swap shop to create an engaging experience that worked for sticker collectors of all ages! It’s been said that the average sticker collector will have to spend over £700 to fill the sticker album, so the tour has given fans an alternative way of collecting stickers whilst also allowing Panini to meet the avid collectors!”

Panini Bus Marketing Campaign
Panini Bus Marketing Campaign
Panini Bus Marketing Campaign

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