The Brand: Portuguese National Team

The Campaign: Portugal Euro 2020 Campaign

Brand Challenge: Every major competition FPF launches a campaign to unite every Portuguese towards the National Team international games. It’s always about coming up with an inclusive insight that can be translated into a powerful, meaningful campaign.

Euro2020 wasn’t an exception. Actually, more than ever, with the National Team away from the Portuguese, not only because of the lack of games in the last year but also due to the covid-19 limitations of having thousands of Portuguese in the stadium, this was the YEAR to bring the Portuguese closer to the National Team.

Strategic Approach: The insight given to the Advertising Agency was straightforward “Players know you will be there”. That’s what we wanted to achieve in this Campaign, an inspiring approach where the idea could translate the link between the National Team that will be playing across Europe, with the 10 Million Portuguese that couldn’t celebrate the wins like they used to before the covid-19 pandemic.

Creative Idea: If there’s a campaign where I’m proud of an Agency’s work is this one. They captured the insight in a perfect way by picking a famous old Portuguese song called “Silêncio e Tanta Gente” - “Silence and so many people”. The lyrics and the emotion by the singer Maria Guinot performing at the 1984 Eurovision were spot on - even though there would be more silence than ever, everyone will be supporting - in the stadium, in the parks, in the restaurants watching the games.

The movie itself is a mix of Players footage with the inclusion of Portuguese fans - gathered months before the Euro. A unique way to symbolically demonstrate the union between team and country.

Creative Concept:
Vamos Todos | Vamos Com Tudo
We Go Together | We Go with Everything

1st Phase: FanRaising

Since we would have to “fill” the campaign with images of the fans, a Landing Page was developed on the National Team fan site so that supporters could upload 3 types of photos, front and right and left profiles. That way we would be able to have a vast array of photos to use and apply to players’ footage.

3 weeks of campaign generated around 7,600 entries, which translated into more than 20,000 photos. As there is always a big limitation on the quality of User Generated Content, a big part of them was not usable. Nevertheless, it was a big success as everyone was excited to be part of the Campaign and the results were above expectations.

2st Phase: Launch

The campaign's star content was undoubtedly the film that told the story. A story of a different EuroCup in which fans would be closer than ever to the National Team. A campaign that is unique in its message but also in its content. Classical music with a modern mix. Players, Coach and Supporters together like never before.

In addition to the movie, all promotional materials for the games communicated this logic of union between players and fans, demonstrating an initial 11 that had much more than 11 players.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Agency: Partners
Production: 78