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.
— Equipe de France Féminine (@equipedefranceF) July 6, 2022
— Equipe de France Féminine (@equipedefranceF) May 30, 2022
— Equipe de France Féminine (@equipedefranceF) June 24, 2022
Prêt pour l'UEFA Euro Féminin 2022™ ? Participe aux jeux et animations et tente de gagner de nombreux cadeaux ️ #FiersdetreBleues
— Equipe de France Féminine (@equipedefranceF) June 16, 2022
-7⃣ ' !
Dès aujourd'hui et jusqu'au lancement de la compétition, tentez de remporter de nombreux cadeaux #FiersdetreBleues
— Equipe de France Féminine (@equipedefranceF) June 29, 2022
— Equipe de France Féminine (@equipedefranceF) July 4, 2022
Tu supportes les Bleues ?
Participe aux jeux et animations que te proposent l'Équipe de France Féminine ️ ! De nombreux cadeaux sont à gagner
— Equipe de France Féminine (@equipedefranceF) July 14, 2022
— UEFA Women's EURO 2022 (@WEURO2022) July 18, 2022
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.