Crédit Agricole, an official partner of the French Football Federation (FFF), leveraged its rights around UEFA Euro 2020 through an integrated campaign focused on uniting all of France for the tournament – both the general public and hard core football fans.
Launched on 1 June and called #ReunisGraceauxBleus (which translates as United More Than Ever Because Of The Blues), the integrated international activation aims to bring all of France together in support of the national team.
Developed in harness with agency La Fourmi, the campaign’s storytelling approach is to blend the amateur football community with the elite, professional game and is spearheaded by a hero spot which stars with the coach’s international squad announcement linked to the grassroots game. As the names are listed one-by-one, amateurs of all ages and genders show unity and support ahead of the tart of the tournament: linking 26 national team players with 26 amateur clubs and 66m French people.
The 75-second launch spot was broadcast on all Crédit Agricole proprietary platforms (including ‘We All Have A Football Side’ and ‘Sport As A School of Life’) and across the sponsor and the team’s digital and social channels and was supported by 20-second cut downs, plus a series of player anecdote clips linked by the campaign’s #ReunisGraceAuxBleus hashtag.
As well as the video work, a supporting print campaign also reflects the link between the French team, the supporters and the whole country with executions running across national newspapers and magazines and the sporting press).
On the ground, local Crédit Agricole branches also amplify the campaign in branch and via dedicated PQR publications.
JOUE POUR TOI ET POUR EUX
Tente de gagner des maillots de l'@equipedefrance en mentionnant 3 amis !
1️⃣ À chaque participation, la jauge monte
2️⃣ À chaque palier : on offre des kits à des clubs de foot amateur#ReunisGraceAuxBleus @creditagricolehttps://t.co/lbBPDSMm5I— OnaTousunCôtéFoot ⚽️ (@tousuncotefoot) June 2, 2021
A further campaign strand running before, during and after the tournament sees fresh content captured in the players’ childhood clubs which will be animated and mobilised during the Euros.
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