Direct > Digital & Social
NOBODY WATCHES WOMEN'S FOOTBALL
LEPUB, Milan / HEINEKEN / 2023
Awards:
Overview
Credits
Overview
Why is this work relevant for Direct?
As one of the main sponsors of Women's Euro 2022, we gave their supporters the chance to respond to hater’s most common tweet against women’s football, which we placed on the stadium's seats. We let the crowd speak, and they covered it with thousands in attendance. The day after, we shared the timelapse of their feat with the world on our social channels.
Background
As a main sponsor of Women UCL and Women Euro, Heineken is committed to ending gender bias in football and help give it the exposure it deserves. Despite breaking record after record in attendance and viewership, women's football still gets a lot of hate on social media with some famous pundits even calling it "not real football". That rage skyrocketed during Women's Euro 22.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Online hate towards women's football skyrocketed during Euro 22 trying to attack and harm the integrity of the game. As the main sponsor of Women's Euro and Women's UCL, Heineken could not stay silent.
Describe the creative idea
During the Euro 2022 final, we placed the most common tweet against women's football on Wembley’s stadium seats and live streamed how the same audience, contested by the comment, covered it in real-time. The following day, we showed the timelapse video to everyone on our social channels, cheering to all women's football fans.
Describe the strategy
The most harmful opinions and addresses to women football still spread on social media like wildfire, trying to attack and harm the growth of the interest in the sport. Yet, reality proves otherwise. Women's games in UCL broke record after record of attendance and viewership. The final of the Women's Euro seemed like the perfect moment to counter attack the trolls once and for all.
Describe the execution
On the day of the Wembley’s Final, we placed the most common tweet on the seats of the Wembley Stadium and live streamed as the real crowd covered it in real time. The day after we shared the time lapse video, cheering to all the fans of women's football.
List the results
The negative sentiment about Women’s Football dropped by 83% on Social Media.
+40M Reach on 4 continents.
1M Earned Media
Background:
As a main sponsor of Women UCL and Women Euro, Heineken is committed to ending gender bias in football and help give it the exposure it deserves. Despite breaking record after record in attendance and viewership, women's football still gets a lot of hate on social media with some famous pundits even calling it "not real football". That rage skyrocketed during Women's Euro 22.
Describe the Impact:
The negative sentiment about Women’s Football dropped by 83% on Social Media.
+40M Reach on 4 continents.
1M Earned Media
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Online hate towards women's football skyrocketed during Euro 22 trying to attack and harm the integrity of the game. As the main sponsor of Women's Euro and Women's UCL, Heineken could not stay silent.
Please tell us about the cultural insight that inspired the work.
The most harmful opinions and addresses to women football still spread on social media like wildfire, trying to attack and harm the growth of the interest in the sport. Yet, reality proves otherwise. Women's games in UCL broke record after record of attendance and viewership. The final of the Women's Euro seemed like the perfect moment to counter attack the trolls once and for all.
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