The Brand: Portuguese National Team

The Campaign: Portugal Euro 2020 Song

Brand Challenge: Every major competition FPF launches a music (and music video) with the main goal of getting fans pumped up for the Portuguese National Team games.

With an Euro2020 already delayed one year and with a covid-19 context still affecting the country and the world, we wanted to create a music with great energy and vibe.

Strategic Approach: For the first time ever we wanted to create a giant wave of support beyond Portugal geography. The Portuguese National Team isn’t just the team supported by Portuguese. As a matter of fact, most of our Instagram followers are… Brazilians. But also from other Portuguese Speaking countries such as Angola, Mozambique and Cape Verde.

Music Approach: With that insight in mind and knowing Brazilian and African Music have a big hype nowadays, we decided to create a music that could represent every Portuguese Speaking person supporting Portugal in Euro2020. All together for our National Team.

David Carreira | One of the most famous Portuguese musicians
Ludmilla | Brazilian artist with over 20million followers on IG
Giulia Be | The most upcoming artist in Brazil
Preto Show | A well known rapper in Africa from Angola

Both the lyrics and music were produced by the artists with minor adjustments from the FPF Marketing Team.

Fans Engagement: Nowadays a song goes far beyond YouTube views or Spotify replays. The interaction that fans have with music on social media is what allows the success to be greater. In this case, a challenge was launched by David Carreira inviting all Portuguese fans to show their support and interpret the dance from the video clip on Instagram Reels and Tiktok.

The challenge quickly went viral and has more than 20,000 people dancing to the music on TikTok and Instagram so far, from children to the elderly, from celebrities to ex football players.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas & Marta Gomes
Artists: David Carreira, Ludmilla, Giulia Be, Preto Show