The Brand: Portugal Store (E-Commerce) & FPF
The Campaign: Christmas Campaign 2021
Brand Challenge: Every year, the Portuguese Football Federation launches a Christmas campaign with two distinct goals:
a) Bring the National Team closer to the Portuguese at this special moment for all families;
b) Promote the National Team fans items as the right gifts for the Portuguese people.
In 2021, a context still widely affected by the covid-19 pandemic, it was important to create an approach that would be able to bring smiles to Portuguese fans, while promoting the many fan items available at the Portugal Store – FPF e-commerce website.
With several time limitations regarding players’ availability (who were just days away from competing for access to the World Cup), the approach would have to be simplified to allow replicating the same scenario and language in several movies.
Strategic Approach: Christmas is all about family. In Marketing, Christmas is all about Presents.
To be relevant and differentiating at this time of year, overcrowded with commercial messages from the various brands, the message had to go beyond "buy Portugal fan items" and be more "Buy Portugal". This way, people would be purchasing more than scarves and kits. They would be buying a piece of the Portuguese National Team.
Creative Concept: This Christmas, receive Portugal as a gift
• 1st Phase: Product Beauty Shots
The most commercial dimension of this Christmas where some of the main National Team fan items were photographed in a Christmas setting. Several product compositions were also made to segment the campaign to different audiences - from the youngest to the oldest.
• 2nd Phase: Player Content
Several movies were developed with athletes from the National Teams, representing the creative concept “This Christmas, receive Portugal as a gift” in a literal way, in which each player was wrapped with various fan items, while a letter to Santa Claus was read.
Edit 1: Portugal National Team - Ruben Dias, Diogo Dalot, Rui Patricio and Palhinha
Edit 2: Portugal National Team - João Félix, Bruno Fernandes, João Cancelo and André Silva
Edit 3: Futsal National Team and Women National Team - João Matos, Bebé, Jéssica Silva, Kika Nazareth and Diana Silva
Edit 4: Portugal Legends - Pauleta, Hélder Postiga and Madjer
Besides the movies, the campaign was also leveraged by several player pictures high lightening the creative approach to 2021 Christmas.
Credits
CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Partnerships Manager: Rui Mascarenhas
Merchandising Manager: Manuel Mello, Ruben Ferreira
Design: Nuno Martins, Tiago Queirós
Photography: Pedro Janeiro
Agency: Partners
Production: Garage