To build excitement around and support for the French women’s team at UEFA Euro 2022, Fédération Française de Football / French Football Federation (FFF) sponsor Crédit Agricole rolled out a 360° campaign that wants to bring all of France together in support of Les Bleues.
The French banking giant, which has been a partner of L’Equipe de France Féminine for the last 12 years, developed a campaign in harness with agency La Fourmi which championed a message of national cohesion and unity and projected the bank as the team’s major partner and primary supporter.
The integrated activation was spearheaded by a hero spot titled ‘Together We Make Them Stronger’ debuted on TV on TF1, myCanal, Eurosport and L’EQUIPE and across the brand’s own online channels and it was supported by digital and social content, as well as print and outdoor executions.
The lead spot, which dropped on 5 July, 24 hours ahead of the tournament kick-off, urged viewers to help the French women’s team to ‘climb to the roof of Europe’ because ‘together we make them stronger’.
The film praises supporters as the spearhead of the team’s effort to life the trophy, while the print and social threads run throughout the competition via a series of reactive visuals featuring Les Bleues.
The print campaign ran nationally (including in all Crédit Agricole branches) and included press insertions on L’Equipe, L’Equipe Magazine, France Football, SoFoot.
On social media a series of activations ran on the bank and the team’s own channels and included competitions (offering ticket and jersey prizes), match related content and a strand with @Onatousuncotefoot focusing on highlights from the owners of the CA ‘Dream Training’ and ‘VIP Training At Clairefontaine’.
indeed, the campaign also included tie-ups with La Recyclerie Sportive (an environmentally-responsible project) and with Le Dispo Académie Diomede (an inclusivity project for young people) linked to Crédit Agricole Group’s wider commitment to being “an agent of change” and to “acting every day in your interest and that of society”.
The dual cause and community components see Crédit Agricole support:
The Sports Recycling Center: An ecology project which saw 30-plus eco-boxes left in Crédit Agricole head offices and regional bank branches and encouraged staff and customers to donate unused sports equipment which, after being repaired where necessary, will be redistributed through a network of La Recyclerie solidarity shops.
The Diomède Academy: An inclusion project for young people followed by the Diomède Academy which saw a goup in the programme visit the French team’s training base in Clairefontaine where they met the players and were then invited to watch a Euro 2022 match in England. The experience was documented via two episode web series on Instagram.
Comment
The women’s UEFA Euro 2022 were hosted in England between 6 and 31 July and this well-rounded, multi-phase national team activation carries a message of national cohesion seeking to unite all French people behind Les Bleues and to generate nationwide enthusiasm and support for society projects.
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