The Brand: FPF eFootball - FPF esports division

The Campaign: Awareness Campaign

Brand Challenge: Although there are thousands of casual efootball players in Portugal, less than 10% participate on FPF eFootball competitions. Since the only way to improve the quality of athletes and the National Efootball Team is to increase the base of the pyramid of players, it becomes increasingly essential to find new ways to attract players for the competitive world of efootball, specifically in the FIFA game. How to attract more players to the FPF eFootball platform so that they can register and participate in the best efootball competitions in the country?

Strategic Approach: It is very difficult on the efootball fan/player journey to take the step and start participating in tournaments. We all, in a way, think we are good and better than our friends or family members. but to enter competitions is a whole different story. Currently, the only communication that existed to efootball fans and players was based on information about tournaments and recaps of events. But this would never be enough to really attract more people into the game. We needed to go deep and understand what connects everyone who plays FIFA or other games of efootball, wether they are casual or professional players.

What brings together casual and professional efootball players? The way they feel about the game.

Creative Concept: It will never be just a game

The creative concept represents what efootball is all about. We've all heard that expression (“It’s just a game”) everytime our parents said it when we took a bit longer to shut down our console, or everytime we were angry about losing and someone, in a condescending way, said it to undervalue our frustration. The formulation of this concept is a response from all gamers, casual and professional, to this stigma.

Credits

CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

FPF eFootball Coordinator: Raul Faria

Design: Tiago Queirós & João Ferreira
Agency: Uzina

Production: Playground