5 of the most engaging Women’s Euro 2022 Brand Activations

Top Brand Activations

 

In one historic moment the Lionesses did what seemed nearly impossible and won the Euros, and, in doing so, the hearts and attention of a huge new fanbase and potential sponsors.

In the lead up, the UEFA official sponsors went all out with some spectacular campaigns, both experiential and classic OOH. There were also some intriguing pieces of content that emerged from brands not directly involved who showed their support for the beautiful game. Here we look at some of the best brand activations from both camps.

 

 

NIKE

Starting with one of the core sponsors (and one that never fails to deliver on large scale OOH), Nike marked the finals with colossal projections of the players on famous English landmarks, including Tower Bridge, Battersea Power Station, and even on the surface of the White Cliffs of Dover.

Additionally, following the (happy-tear-inducing) win that saw the Lionesses take home the long-coveted trophy, Nike marked the occasion with a cover wrap takeover for the Metro newspaper with a simple but powerful statement, Home.

The agility of these types of campaign is in some ways naturally linked to the 50/50 outcome of the game, with brands planning creative for either outcome enabling them to push out the relevant campaign in a responsive way. Nevertheless, the simplicity here provides the power, with several sponsors following suit with similar messaging that football has indeed finally ‘come home’.

PEPSI

In a (not altogether subtle) echo of the Nike pre-final campaign, Pepsi showed their support for the win with their own projection on the White Cliffs (as well as in locations in the hometowns of some of the players) with the statement ‘It’s Home’.

The projections were part of a wider initiative from Pepsi MAX to support, celebrate and champion women in football including their ‘Icons Unlocked’ web series, which starred national football players ahead of the UEFA Women’s EURO talking about their football memories, struggles and successes.

Although perhaps a little reductive, the projection was certainly impactful, with prominent use of the brand logo and simple messaging.

BUTTERKIST

As well as official sponsors, several brands saw the opportunity to ride the celebration wave with classic advertising tactics. Of these, one of our favourite pieces of OOH brand activities came from Butterkist Popcorn, with a simple and effective video ad.

The animation featured three Butterkist popcorn kernels roaring into life as they transformed into three lionesses to celebrate the finals, with a clear and playful CTA to #GoGrabTheButterkist to celebrate the unmissable moment of the final.

TWITTER

Along the theme of Lionesses, Twitter created a unique ‘Share your Roar’ campaign that worked incredibly well, especially considering Twitter was not an official sponsor of the UEFA Women’s Euros.

Transforming messages of support from fans on Twitter to physical printed scarfs (including tweets from Lionesses captain Leah Williamson, Bethany England and Lauren Hemp), allowed for major brand presence in the stands as fans and players alike hoisted the colours above their heads and right into the camera frame.

Taking a physical product and turning into a piece of branded advertising is an interesting move in a world of ads run on screens in the stadium. It stands out and creates a tangible link to the product, creating positive brand association through getting the product (clutched in anticipation) in hand.

WEETABIX

Finally, another official brand, cereal sponsors Weetabix came through with a twist on an old favourite line, “They had theirs” across a full-page newspaper spread to support the team, alongside an on-pack partnership with the sporting event that got samples into the hands of consumers.

Simple standout activations like these seem to have been the overarching trend for the occasion, with many more brands such as Royal Mail and TFL creating versions of messaging around it coming “home”. Many of those who did sponsor the event additionally combined activation with action, putting grassroots sporting opportunities in place for the next generation in a move that helped to echo the inequalities that have been in place for far too long.

What will be interesting to watch is the kinds of sponsors that the World Cup brings, especially as we approach the Xmas period where football fanatical consumers will likely be upgrading their TVs to be as close to the game as possible. Research has indeed shown that this is an upward trend in the tech industries, as consumers seek more experiential sporting moments. With a number of sponsorships deals already in place finishing up this year, the field is very much open for new partners to ride the wave of what feels like a genuinely new audience for football as a whole, let alone Women’s football.  The Euro 2022 final sold out Wembley and was watched by more than 17 million people, shifting the goalposts of what marketing opportunities now lay ahead..