The Brand: SuperQuinas

The Campaign: TV Animated Series

Brand Challenge: SuperQuinas is the brand of the Portuguese Football Federation aimed at children's audiences in Portugal. Both in cartoon and mascot versions, these two characters created in 2020 (Bia and João) have a friendly and fun personality with the goal of bringing children closer to the values ​​of football.

Since the end of 2019 (before Covid-19 existed) a set of small 13 episodes (3 to 4 minutes) was being produced in order to address some of the main subjects regarding to Portuguese football and target them to children:

• Episode 1 - The call for the Squad and the FPF HQ

• Episode 2 - Self-Confidence and Parents Behaviour

• Episode 3 - Aggressiveness and Friendship

• Episode 4 - Team Work

• Episode 5 - The First Game and Team Confidence

• Episode 6 - Training: Strengths & Weaknesses

• Episode 7 - Helping the Community

• Episode 8 - The Second Game and Fair Play

• Episode 9 - Healthy Eating

• Episode 10 - Fears and Pressure

• Episode 11 - Motivation: Portuguese Football History

• Episode 12 - Motivation: The Coach and the Captain

• Episode 13 - The Big Game

Strategic Approach: My personal inputs to this big project were made in two ways:

a) Make sure all the episodes conveyed messages to Portuguese children in a relevant and appropriate way (either through reviewing scripts or through the animations);

b) Develop a communication plan that would tease the children's parents on social media on a weekly basis;

c) Coordinate together with the main TV channel for children the launch of the series and boost audiences.

The Results: In addition to creating a new FPF's positioning with children, SuperQuinas' audiences on Canal Panda (Tv Channel partner) were above expectations, with excellent results in the weekly premieres of new episodes.

Launch Campaign: Some of the main athletes of the Portuguese National Team were invited to share a special content on the first day of the series, presenting an image of themselves as a child with the phrase "Every history has a beginning", teasing the SuperQuinas debut.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Project Manager: Ricardo Galrito
Project Manager: Rui Mascarenhas
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves
Production: Até ao Fim do Mundo