‘OUR TIME’ – FA WSL Campaign
Introduction
Throughout the past few months here at Gas2ignition, we have been tirelessly working with the Women’s Super League to create a campaign looking to encourage more young women to get involved with football and increase the participation rates among women in the UK. Women’s participation rates have been increasing in the past 10 years, especially with WSL taking off in 2011.
We are targeting the young women of the UK, to go out, sign up to their local football team and get involved with the sport. Our campaign is called ‘Our Time’ as we want the women to feel empowered to get together with their female peers and show the rest of the country what they are made of. With the use of integrated marketing communications, we are looking at increasing the participation within women’s football at grass roots level and looking at increasing attendance at WSL’s matches.
The campaign will run from the 1st May – 15th of July 2018, giving girls of all ages the chance to be exposed to our message that it’s women’s time to shine and show the men of football how its done. With very recent success to the women’s national team, reaching the semi-finals of both the 2015 world cup and 2017 European championships, shows great confidence for youth players in this country. Through this campaign we want even more girls to have their confidence boosted through football, enough so for when the next championships come round, we will have the best players to go and represent our country.
Advertising and Marketing – Traditional Media
Through the efforts of our extremely hard-working team we have come up with many marketing strategies through many forms of media to expose our campaign message our target audience. We have used traditional and non-traditional forms of mass media to ensure that our net budget of 1.2 Million to spend on media coverage has been used to its full extent. Using traditional forms of mass media, we have created a unique poster with our campaign name ‘Our Time’ which will feature on stadium billboards, bus stops and in train stations across the UK. This will help to get our message out to young girls across the country, as many young people catch buses and trains, especially in high density areas such as London, Manchester, Birmingham, Leeds and Liverpool.
Advertising and Marketing – Digital Media
The team also know that due to the target audience of the campaign being of such a young age, the most effective way to get our campaign across is to use newer forms of media such social networking sites such as Instagram, Twitter and YouTube. That’s why we have created a 30 second video advert that will be launched on our YouTube, Twitter and Instagram pages.
30-second TV/YouTube ad (available to watch soon.)
With many young girls they will watch TV before going to school or just after they get home, so we have also decided to use the same video advert for a TV advert that will show at around 8:15am and 4:00pm along with a radio advert that will play just after 8:15am and just before 4:00pm knowing that it will be heard when parents are taking or picking their young daughters up from school. Our radio advert is empowering for young women as it uses the repetitive campaign title ‘Our Time’ encouraging them that its their time to prove their brothers, friends and fathers that girls can do it and they will do it.
Celebrity Partners
With our campaign we knew that to attract the attention of young female individuals, we would need to use role models who are eye catching and inspirational for young footballers across the UK. That is why we have teamed up with Steph Houghton, Fran Kirby and Casey Stoney to help us encourage girls up and down the country to start to take interest in football, to put on their boots or start going to WSL matches. As the girls have been huge successes for the English women’s team, this will show young girls that football can be a female support and with that little bit of encouragement they can do it and be just as successful as their role models.
Infographics
We have used an infographic to look at how The England Women’s football team use social media platforms to advertise their latest news and information about the club.
This has highlighted which social media platforms get more exposure and are more likely to get girls involved in football. We found that the Lionesses have most social media involvement on Twitter as they have 44.5K followers, this is a massive 46% of their social media followers. This is because Twitter has a younger target audience therefore more younger girls rather than older women are interested in female football because this engages them through posts, videos and images. This is similar to Instagram. Instagram has also a younger following therefore they have another 43.2K followers this is 44% of Lionesses followers. This leaves Facebook with just 10% of followers which is 9361 this is because Facebook has an elderly following. This infographic has helped us choose where to post our advertisements as now we know where the most exposure is on social media for Women’s football and where it also needs to be improved.
FANZINE MAGAZINE
National Football Museum Easter Egg Hunt
The Easter holidays are here, and we are holding a FREE easter egg hunt at the National Football Museum, which is based at Cathedral Gardens, Todd Street, Manchester. What better way to start the Easter break than with our egg hunt, which will take place on Easter Monday, starting at 11:00.
Here at Gas2ignition, the National Football Museum has been a resource centre for much of our work, and, we believe, hosting our event in the museum would not only increase footfall into the museum – so participants can interact with all of the content and interactive features; but also give the younger generation that have a passion for football something new to learn. We will be hosting mini-games such as pass the parcel, pin the donkey tail with an easter twist and, as it’s Easter, a mini chocolate egg and spoon race! All games will include prizes for winners to hopefully increase participation at the event.
The National Football Museum hosts a range of events, from guest speakers to the unveiling of new football memorabilia. We have decided to give this event a family twist to give those who, perhaps, haven’t been before and they can interact with others and enjoy their day inside a world class museum that offers so much from the past and present in world football. Memorabilia that can be currently found in the football museum ranges from items such as previous World Cup international kits, trophies that have been lifted by a range of greats and even George Best’s Mini Cooper on the ground floor!
The younger generation now have so many role models in the game of football who they look up to and aspire to be like. These figures include Premier League stars such as Wayne Rooney, Steven Gerrard and Frank Lampard. Unfortunately, for all those Liverpool fans out there, Steven didn’t manage to get his hands on the Premier League trophy, but that doesn’t mean you can’t! Here at the National Football Museum there is an opportunity for all guests to have their own photo taken with the Premier League trophy and the FA cup! Now, for any Lionel Messi or Cristiano Ronaldo fans, there is a Champions League trophy available to see at the museum, but strictly locked away behind glass doors.
Team member here at Gas2ignition, Sol Davies, has created a short promotional video for the event which includes the fantastic acting of other team members, Josh Harnett, Lucy Wieland and Filip Mac. The video shows the repetitive use of a Cadburys Creme Egg which is shown to be hidden in various locations around the museum, hoping to give the audience of the event a little insight to what the day will be like! Our video has been uploaded by team member, Kaina Zahid.
We look forward to seeing you at the event, hopefully it will help make the most of your Easter Monday!
Gas2ignition.
CARABAO CAMPAIGN
INTRODUCTION
Our team have been working on a campaign to promote the energy drink Carabao at Tough Mudder events.
Tough Mudder has the tagline ‘Probably the toughest event on the planet.’
From the Tough Mudder website: “A 10-12 mile mud and obstacle course designed to drag of your comfort zone by testing your physical strength, stamina, and mental grit. With no podiums, winners, or clocks to race against, it’s not about how fast you can cross the finish line. Rather, it’s a challenge that emphasizes teamwork, camaraderie, and accomplishing something almost as tough as you are.
2.5M Total Participants; 200+ Events since 2010; 6 Countries;
10,000 Tough Mudder Tattoos; £5M raised for charity
ABOUT CARABAO
Carabao is a Thai energy drink launched in 2002 by Carabao Tawandang Co Ltd who brand their product at £1.19. To gain more awareness in today’s market Carabao has made sponsorship deals with big English clubs such as Reading F.C. in 2015 and Chelsea F.C. in summer of 2016.
They are also now the main sponsor for the English league cup for a period of 3 years, so now the cup is known as the Carabao cup which Manchester City have just beaten Arsenal in 3-0 to lift the trophy on Sunday 25th February 2018.
As Carabao have now received more recognition in the UK market, partnering and sponsoring Tough Mudder is another important way to expand their target and market audience. The Football League is mainly based at boys and men from all ages, but Tough Mudder includes women and a more specific age, as the average age of a Tough Mudder competitor is 29.
ADVERTISING AND MARKETING
Here is our advert for our Campaign. We have estimated that this video advertisement will cost £10,000-30,000 for a 30 second spot on TV, including Sky Sports and BT Sports and an extra £3,000-£5,000 for Facebook and YouTube advertisements.
In our campaign we have decided to create posters highlighting the idea of the Carabao energy drink being a #SuperJuice. Our target audience is the competitors of the Tough Mudder competition, so this ranges between anyone of the ages 16-45, it includes men, women and children. We have researched that it would cost £200 a week per bus stop, we would use bus stops in the big cities such as London, Manchester, Leeds and Liverpool.
The Tough Mudder competition raises around $75 Million dollars every year and we will be offering a free goody bag for competitors who finish the course. Inside the bag will include a free can of Carabao along with a voucher (shown below) which entitles an individual to get a buy one get one free from specific retailers all over the country.
At the end of the Tough Mudder run, we have come up with the idea of creating a Snapchat filter for individuals to use once they have finished the 12 mile long obstacle course. This will be the green colour of Carabao, with the message ‘I’ve completed Tough Mudder’ at the top of the screen and our campaign hashtag ‘#SuperJuice’ at the bottom of the screen. As Carabao will be one of the main sponsors, this will help to give them more recognition especially at the end of the event.
SALES PROMOTION AND COMPETITION
Over the course of this campaign we are planning to encourage participation and brand awareness through the several ways of product promotion. One way to improve brand awareness and do it effectively would be concentrating the promotion around physically fit people who would take the idea of taking part in ‘Tough Mudder’.
An ideal way of achieving this would be to advertise the product mainly in places where large numbers of our target audience (fit and healthy individuals), such as gyms. This would require a partnership with one of the leading gym companies such as Virgin Gyms, David Lloyd or Pure Gym. This would hopefully generate enough publicity for the product among our target audience to hopefully increase the drink sales of Carabao.
One idea to boost sales would be to give a free 4 pack of Carabao to new gym users when they sign up a gym membership. We have also focused on the idea of including free entry codes into Tough Mudder on some of our cans to try and encourage consumption and further increase sales.
SOCIAL MEDIA
We also have Twitter and Instagram accounts to help publicise the campaign, as well as our ‘Scrap Art Ad’ that is already our pinned tweet on our profile we have been posting every day to keep up the content and keep our followers interested.
gas2ignition 