Adaily Inspiration Week #21: Making football inclusive
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,000 database of winning campaigns.
For this week we chose campaigns for “making football inclusive” campaigns, just before EURO 2024. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “WoMen's Football” - Orange
Orange did a campaign called "Compil des Bleues" using a clever twist to challenge gender biases in football.
Marcel Paris • 2023 • Telco operator • France, Cross-country • Europe
Challenge
The challenge of this campaign was to tackle the prejudices and biases that women's football faces, particularly among football fans. The goal was to challenge preconceived notions about the technical skills and quality of women's football by showcasing their talent in a creative and impactful way. The campaign aimed to encourage fans to recognize the equal value of women's football and to generate a positive shift in perception.
Target Group
The primary target group of this campaign was football fans. The objective was to confront their preconceptions about the technical nature of women's football and challenge their gender biases.
Idea
The main idea of this campaign was to challenge football fans' preconceived notions about the technical skills of women's football by creating a compilation video that appeared to showcase the skills of male players, but was actually featuring the French women's team. The goal was to confront gender biases and promote equality in football.
Results
The campaign achieved impressive results: - The video garnered over 2 billion impressions. - It received over 200 million organic views. - The campaign generated over 450 cross-media PR coverage in 91 countries, including articles, TV, radio, and podcasts. - Influential figures from various sectors, such as the French Minister for Sport and football players like Alexis Ohanian, Daniel Storey, Gary Lineker, and more, shared and gave exposure to the video. - Orange received strong attribution in media and social conversations, with the brand even being mentioned at a press conference when a journalist asked about it.
Links
2. “Dream Transfer” - eBay
eBay did a campaign called "Sunday League Spectacular" using the power of inclusivity and democratization to bring the exclusive moments of professional football back to amateur players.
McCann London • 2022 • Online platform • United Kingdom • Europe
Challenge
The challenge of this campaign for eBay was to find a way to reconnect with its core values of being the people's marketplace and to regain cultural relevance. The aim was to bridge the attention and wealth gap between Sunday League football and the elite level of the sport, and to give the game's most exclusive moments back to the grassroots level. This required finding a way to engage and empower amateur football players, and to create a campaign that would generate conversations and buzz among the public.
Target Group
The target group of the campaign was the Sunday League football community in the UK, specifically the amateur football players who participate in these grassroots leagues. eBay aimed to reconnect with this audience and position itself as a supporter and enabler of their passion for the game.
Idea
The main idea of this campaign was for eBay to give the exclusive moments of football back to the amateur players in the Sunday League, who make up the base of the football pyramid. By doing so, eBay aimed to showcase its commitment to being the people's marketplace and reignite its cultural relevance.
Results
The results of eBay's campaign to give the game's most exclusive moment back to the people at the base of the football pyramid were quite successful. eBay partnered with Sunday League teams to launch the "Pitch Invaders" initiative, which aimed to improve the quality of local pitches across the UK. Through this initiative, eBay committed to investing £1 million in revamping Sunday League pitches, providing better facilities for amateur players. The campaign generated significant media coverage and public interest, repositioning eBay as the people's marketplace and reigniting its cultural relevance. It sparked conversations in pubs and living rooms, as intended, and resonated with football enthusiasts across the country. By aligning with the grassroots level of football, eBay demonstrated its commitment to supporting the everyday people who love the sport.
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3. “A Piece Of Ajax” - AFC Ajax
Ajax did 'A Piece of Ajax' campaign using a unique twist of melting down the championship trophy and distributing little stars to season ticket holders and partners.
ONE:NIL Amsterdam • 2021 • Sports club • Cross-country • Global
Challenge
The challenge of this campaign was to find a way to include Ajax's partners and season ticket holders in the celebration of the 35th national championship, even though the stadium remained empty due to Covid-19. Additionally, the campaign aimed to build global interest in Ajax among football fans worldwide, increasing the club's visibility, commercial value, and pride amongst the Dutch fanbase.
Target Group
The target group of this campaign was the season ticket holders and business relations of Ajax, as well as football fans globally.
Idea
The main idea of the campaign was for Ajax to share their 35th national title with their fans by melting down the championship trophy and creating over 42,000 personalized stars, which were sent to season ticket holders and business relations. This unique campaign aimed to thank fans for their loyalty and involve them in the championship win, despite the stadium being empty due to COVID-19.
Results
The campaign "A Piece of Ajax" was highly successful, exceeding the initial objectives set by the club. With a budget of 120,000 euros, Ajax garnered attention from media outlets in 150 countries, resulting in over 1,600 publications and an earned media value of 12 million euros, which was 500% above the target. The campaign had an earned reach of 3.75 billion, surpassing the target by 3,600%, through print and online publications. Furthermore, the campaign generated over 900 million social media impressions. The video content associated with the campaign received 12.1 million views, surpassing the target by 1,100%. The positive feedback from fans and media was overwhelming, with 99% of the reactions being positive, surpassing the target of 90%. This helped popularize and generate appreciation for Ajax globally. In terms of social media growth, Ajax saw a remarkable 1126% increase in new followers on their social accounts compared to an average period, exceeding the target of 50%. The hero video tweet on Twitter became Ajax's highest-scoring tweet ever, with almost 10 million views. The stars created from the championship trophy were also in high demand, with people rushing to purchase them on online platforms like eBay, Catawiki, and Marktplaats. Bids reached up to a thousand euros, indicating the immense popularity and value placed on the campaign. Overall, "A Piece of Ajax" successfully engaged fans, generated global visibility and appreciation for Ajax, and exceeded the campaign's objectives.
Links
4. “The UEFA Champions League’s Global Anthem” - Santander
Santander did a sponsorship campaign of the UEFA Champions League using a multilingual twist by combining 35 different languages in the anthem.
VMLY&R São Paulo • 2021 • Bank • Brazil • LATAM
Challenge
The challenge of Santander's sponsorship campaign of the UEFA Champions League was to create a version of the tournament's anthem that would represent players and fans from all over the world. This involved gathering people from different countries to record the anthem in their respective languages, combining a total of 35 different languages. The aim was to emphasize the idea that when barriers, distances, and differences are overcome, true champions are created.
Target Group
The target group of this campaign was soccer fans worldwide, specifically those who are passionate about the UEFA Champions League. The campaign aimed to engage and resonate with fans from all over the world, highlighting the diversity and global reach of the competition.
Idea
The main idea of this campaign was to create a sense of inclusivity and representation by incorporating the languages spoken by players from various countries into the UEFA Champions League anthem. This campaign aimed to highlight the global nature of the sport and emphasize Santander's support for breaking down barriers and celebrating diversity.
Results
The results of Santander's sponsorship campaign of the UEFA Champions League, featuring the multilingual version of the anthem, were highly successful. The campaign aimed to celebrate diversity and inclusivity by incorporating the official languages of all the players' countries. The multilingual anthem resonated with fans and players worldwide, creating a sense of connection and representation for everyone involved in the competition. It showcased the power of unity and the spirit of the game, emphasizing that overcoming barriers and differences is what makes true champions. The campaign garnered widespread attention and positive feedback, generating significant brand visibility for Santander as the global sponsor of the event. It successfully reinforced Santander's commitment to supporting a diverse and inclusive sports community and further solidified their association with the UEFA Champions League.
Links
5. “Play With Love” - All Out
All Out launched a campaign using a FIFA 23 mod to allow virtual players to wear the banned armband, in support of LGBT+ rights in Qatar.
AlmapBBDO São Paulo • 2022 • NGO - equality • Brazil • LATAM
Challenge
The challenge of the #PlayWithLove campaign by All Out was to find a way to support LGBT+ rights during the 2022 World Cup in Qatar, despite FIFA's ban on the use of the 'One Love' armband. The ban sparked outrage and highlighted the repression of LGBT+ issues in Qatar. All Out aimed to raise awareness and promote inclusivity in football by creating a mod for FIFA 23 that allowed virtual players to wear the banned armband. By publicizing the mod and inviting people to sign a global petition in support of LGBT+ rights in Qatar, All Out aimed to mobilize support and advocate for equal rights for the LGBTQIA+ community.
Target Group
The target group of the #PlayWithLove campaign by All Out and AlmapBBDO was the global gaming community, particularly those who play FIFA 23 and support LGBT+ rights. Additionally, the campaign aimed to raise awareness and mobilize people in support of equal rights for lesbian, gay, bisexual, and trans people, specifically in relation to the World Cup in Qatar.
Idea
The main idea of the #PlayWithLove campaign by All Out and AlmapBBDO was to protest against the ban on the 'One Love' armband during the 2022 World Cup in Qatar, which was meant to show support for the LGBTQIA+ community. The campaign aimed to raise awareness about the repression of LGBT+ issues in Qatar and promote diversity and equal rights in sports and society. Through a mod created for FIFA 23, the campaign allowed virtual players to wear the banned armband, circumventing the real-world ban and symbolizing the fight against discrimination and homophobia. Additionally, All Out encouraged people to sign a global petition in support of LGBT+ rights in Qatar.
Results
The results of the #PlayWithLove campaign by All Out and AlmapBBDO were twofold. Firstly, they created a mod for FIFA 23 that allows virtual players to wear the banned 'One Love' armband, symbolizing support for the struggle against discrimination and homophobia. This mod was made available for download to anyone with access to FIFA 23. Secondly, All Out encouraged people to sign a global petition in support of LGBT+ rights in Qatar. The campaign aimed to raise awareness about the repression of LGBT+ issues in Qatar and promote inclusivity and diversity in sports.
Links
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