FFF Encourages Support For Women’s Team At Euro 2022 Via ‘Together We Are Not Afraid Of Anything’

FFR Feminine 2

The Fédération Française de Football (FFF) rolled out a July campaign across France aimed to boosting awareness of UEFA Euro 2022 and unifying the nation in support for the Équipe de France Féminine de Football.

 

The integrated support-building initiative sees FFF invite all of France to get behind Les Blues and positions the team as a talented, yet humble close-knit team.

 

The campaign emerged after the national governing body commissioned InsightQuest to carry out a qualitative study to better understand the expectations of French fans for the EDF Féminine team. Two key values and insights emerged: the nation considered the team as being ‘highly determined’ and as possessing ‘strength through the collective’.

 

Working with La Fourmi, the agency team and FFF marketers translated these elements into a campaign called ‘Together We Are Not Afraid Of Anything, For You We Are Ready For Anything’ and which urges viewers and French fans to get behind them through the copy ‘They are there, let’s be there with them’.

 

The graphics deployed across the multi-channel content blend images of the stars of the current Les Bleues squad with pre-existing FFF symbols, markers and colours.

 

The campaign spanned outdoor, social and print platforms and was spearheaded by a hero film reflecting the squad’s determination and seeking to mobilize support across France. Further strands include competitions and merchandise giveaways.

 

 

 

 

 

 

 

 

 

 

Comment

 

This campaign and tournament comes three years after the French hosted the FIFA Women’s World Cup and supports a strong French squad which blends experience and youth in an attempt to win its first major title.

 

The team’s own campaign also rolled out in parallel with primary partner Crédit Agricole’s ‘Together We Make Them Stronger’ national activation programme.

 

 

 

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