Ahead of the 2022 FIFA Men’s World Cup, INTERSPORT leveraged its official merchandising distribution deal with the French Football Federation / Fédération Française de Football (FFF) by rolling out a fresh phase of its #FamilleBleue marketing movement aimed at uniting French supporters and encouraging them to buy the new French team jersey.
The campaign, created by agency La Fourmi, is informed by the fact that this tournament is the first ever to be played in the winter and thus few fans will choose to wear their football jersey all day due to the cold and the wind in North Europe during November.
The campaign is spearheaded by a spot titled ‘Intersport x FFF – Le Nouveau Maillot De L’Équipe De France: Taille Passion / ‘The New French Team Kit: Passion Size’.
The commercial gently mixes emotion and humour through the enthusiastic, innocent young eyes of Max – a young France fan seemingly obsessed by the idea of wearing his national team shirt over the top of his winter jacket to show his support for the side during the tournament. After trying all sorts of ways to make his new France shirt fit over the bulky jacket, the spot closes with a delightful surprise.
The hero spot, which premiered on 21 September, rolled out primarily via a digital media plan alongside an on-air TV partnership with the TF1 programme “Once Upon A Time In Blue”.
The accompanying copy states that: “For football fans and supporters of the Blues, the passion is never big enough. So this winter, equip yourself with the new jersey of the French team by adjusting it to the size of your passion!”.
The ad, which is set to a track called ‘Wake Up Claire’ composed by Benoit Rault, the executions aim to drive viewers in store or online at intersport.fr (https://intersport.fr/fff) to find out more and buy their new kit.
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It was in March 2022 that the French sporting goods retailer Intersport last extended its sponsorship and merchandising distribution agreement with the French Football Federation in a tie-up running through to 2024 which covered a three-year period which includes the 2022 Men’s FIFA World Cup in Qatar and UEFA Men’s Euro 2024 in Germany.
This is one of several inventive campaigns offering a solution to the first-ever winter World Cup which not only presents seasonal challenges, but also takes place during the vital festive marketing period.
INTERSPORT’s #FamilleBleue platform initially rolled out in June 2021 with a family-focused campaign phase called ‘Behind The Team’ which presented the idea that ‘the wider French family always unites together to get behind the team at big moments with a relationship built around a strong bond, a shared history, common memories and a single passion.
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