The
Brief

As an Official Partner of England Football, Nationwide Building Society tasked us with creating a campaign that supported positive messaging around women’s football.

• To devise a campaign that helped promote the partnership between Nationwide Building Society and England Football

• Focus on the 2022 UEFA Women’s EURO competition and support positive key messaging around women’s football

• Maximise contracted player access to generate content that engages a football-focused audience

 

The
Solution

/ Sports

/ Activation

/ PR

Devised and created a 6-month long execution plan for the campaign, celebrating the women who have paved the way for women’s football to be what it is today over the last 50 years

Honoured six previous England women’s captains, installing a plaque in their hometowns – the location that their ‘greatness’ was made 

Created a dedicated website with bios on each player and a map of plaque locations, with a QR code on each plaque to link through

Invited local and national media to attend the installation event, offering interviews with the ex-captains

Filmed interviews with each captain and our host, Emma Jones, learning about their journeys and the battles they overcame in order to play football. This content was then hosted on Nationwide channels 

Worked with England Lions and Lionesses – Henderson, Ward-Prowse, Coady, Walsh, Greenwood and Wubben-Moy – to create social media launch content. This was a map-based challenge where players had to place where they thought their teammates were from

Interviewed Head Coach, Sarina Wiegman, on her journey and where her greatness was made

The player content was then edited for Nationwide and England Football channels

Consistent press office activity throughout to ensure constant noise around the campaign from start to finish