Sky Ireland sought to build nationwide support for the Republic of Ireland Women’s National Team ahead of the FIFA 2023 World Cup through a multi-platform ad campaign called ‘OUTBELIEVE’ which aims to rally the country to behind the team.
Launched on 28 June, ahead of the FAI women’s side’s first ever FIFA World Cup game against co-hosts Australia on 20 July, the integrated campaign promoted the broadcaster’s tournament coverage.
Created in partnership with agency Core and studio Motherland, the campaign spans TV, video on demand (VOD), outdoor, digital, social and PR, plus via media partner and FAI channels.
The campaign’s anchor TV ad, ‘OUTBELIEVE Together’, debuted on 28 June and focused on anticipation and excitement as one young fan represents many thousands across the country through her belief that the team will make history in Australia this summer.
The launch of the campaign was timed to coincide with the FAI’s 28 July squad reveal.
“Throughout our partnership with the Women’s National Team, we have been struck by their unique connection with young fans. They are an inspiration to younger generations right across the country,” explained Sky Ireland CEO JD Buckley. “That is something we wanted to bring to life through our new OUTBELIEVE TV advert. Vera and her squad will make history in Australia and that will have such a positive impact on young aspiring players. As ever, we are immensely proud to support this team and we are behind them every step of the way.”
Core Creative Managing Director Caitriona Ni Laoire added: “Outbelieve is more than just a campaign; it is the attitude and unyielding spirit of our Women’s National Team. Their relentless pursuit knows no bounds as they defy barriers and push the limits, paving the way for the next generation, inspiring them to dream bigger and reach higher. This platform, born in 2022, has resonated deeply with both the team and the fans, binding them together but this World Cup has the potential to unite the nation in unwavering belief. The stage is set and we cannot wait for our next chapter and the team’s World Cup journey to unfold.”
The campaign was created for a team at client Sky Ireland which included Marketing Director Caroline Donnellan, Heads Of Brand Gill Senior and Melissa Byrne, Content Manager Kieran Forde, Media Manager Cat McKeown and Executive Creative Director Robin Garton.
It was conceived and created by agency Core where the group working on the project included Managing Directors Caitriona Ni Laoire and Jill Downey, Chief Client Officer Jonny Boyle, Business Director Kate O’Callaghan, Client Approval Hannah Finnegan, Strategy Director Shane Doyle, Executive Creative Director Liam Wielopolski, Creative Directors Rob Murray and Mark Tuthill and Head Of Production Andrew Counihan.
The team at production studio Motherland included Director POB, Producer Keith Bradley, Head Of Production Margaret Levingstone, Production Manager Hannah Gallagher and Director Of Photography Luke Jacobs.
The post production / VFX team included Screen Scene Flame Artist Allen Sillery and Company 3 London and Colour Grader Yoomin Lee.
Comment
With the recent growth of participation, spiking interest in and impressive recent viewing figures for women’s football, Sky Ireland believes the campaign will generate record national viewing figures across the country.
This World Cup work is a follow up phase of the original ‘OUTBELIEVE’ brand platform launch developed by Core in April 2022 to celebrate Sky Ireland’s landmark sponsorship of the Women’s National Team.
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