The Football Association screened a bespoke film projection ahead of the 2019 SSE Women’s FA Cup Final called ‘Journey To Wembley’ that followed two players’ journeys to the pinnacle of their sport and aimed to boost interest, build excitement and drive ticket sales.
To promote the game between Manchester City and West Ham United, the initiative brought to life the footballing journeys of City’s Nikita Parris and Hammers’ star Rosie Kmita via unique motion projections onto the urban landscape to show how the players developed their skills.
The initiative, created by sports agency Pitch, followed the two players’ journeys to reach the top of the English domestic game – from learning to play and honing their skills in their respective hometowns to taking to the hallowed turf at Wembley Stadium.
As as the two clubs prepared to face off on the 4 May SSE Women’s FA Cup Final, the video (narrated by the players) was projected at the very locations that played a role in their success.
These locations ranged from front garden in Liverpool’s Toxteth area (where Parris first fell in love with football aged seven), to a park in London’s Enfield (where Kmita played with her sister) and the video projection culminated at the location of this Saturday’s SSE Women’s FA Cup Final – Wembley Stadium connected by EE.
On playing at Wembley, Manchester City’s Nikita Parris commented: “Growing up, I used to play football in my mum’s garden before I joined my neighbour’s under-9s team. Its surreal to think of those memories and to now be playing at Wembley. When I walk out onto the pitch I will take in the whole atmosphere – it’s one of the biggest moments of my career and I’ll cherish the memory for the rest of my life.”
The stunt dropped ahead of the SSE Women’s FA Cup Final on Saturday 4 May and aimed to shift tickets to the Wembley final which were £15 for adults (with free tickets for kids).
Comment:
This touching piece of projection storytelling is yet another powerful and inventive piece marking the ongoing move into the mainstream of women’s football marketing.
Manchester City won the game 3:0 in front of an attendance of 43,264.
Links:
The FA
https://www.youtube.com/user/fatv
https://www.facebook.com/EnglandTeam
https://www.instagram.com/england/
SSE Women’s FA Cup
http://www.thefa.com/competitions/womens/the-sse-womens-fa-cup
Pitch
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