Brand: Women’s National Team

The Campaign: Women’s Euro 2022

Brand Challenge: Two months before the competition, Portugal replaced Russia at Euro 2022, due to the sanctions imposed on this country because of the war in Ukraine. Our team had failed to access the Euro in the playoff against the Russian team, and for that reason, Portugal was the team chosen by UEFA - this qualification was only the second in the history of the women's team.

Although some players are already known by the Portuguese - Jessica Silva, for example, has more than 500 thousand followers on Instagram - and women's football has more and more fans, the truth is that it is incomparably less mediatic than the Men's National Team. An important factor for communication, added to the fact that, unlike the Men's National Team, the sporting results were never very positive.

How to communicate to the Portuguese that the main women's football team in Portugal would be in a Euro, qualified due to the disqualification of Russia?

Strategic Approach: Even though Portugal replaced Russia in the Euro, our National Team didn’t just want to be present. They wanted to show they deserved to be there. A tough nut to crack. And we, as the Marketing of Portugal FA, wanted to enhance the image of the best Portuguese athletes who would be playing on the biggest European football stage.

Creative Concept:

We were underdogs in a Euro that, for being female, doesn't stop the country. We were underdogs of a sport that, for being female, doesn't have the same recognition.

Yes we were the underdogs in this competition. But guess what? That’s ok. Football loves underdogs and everybody wants to see magic happening.

The Fairy Tale

Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Agency: Uzina
Production: Garage