White goods brand, Indesit, wanted to connect with the main decision maker in households through their partnerships with top-tier football clubs across Europe. Football brand, FourFourTwo devised a campaign that helped Indesit utilise partnerships they already had in a way that included the whole family.
FourFourTwo and Indesit came up with The Indesit National Mini Soccer Cup – the first tournament of its scale hosted in the UK. Ten regional heats culminated in a final at Wembley for the under 8s and under 10s.
FourFourTwo and Indesit also looked to leverage other partners to extend the campaign message:
- Arsenal FC – who helped to launch the project at Camp Bestival
- Lucozade Powerleague – who provided their national network of 5-a-side facilities
- Mums in the Know – who approached mums to enter their kids into the tournament
- PUMA – who provided free kits for every team taking part
The six-month campaign was launched at Camp Bestival, where Indesit created a 5-a-side pitch alongside a laundrette and bar for the parents. FourFourTwo distributed 5,000 copies of the magazine with a special cover at the festival to raise awareness of the tournament. Advertorials ran in FourFourTwo pre- and post-tournament to cover recruitment and highlights as well as “Promoted” stories, e-newsletters and ads recruiting teams across FourFourTwo.com, PowerLeague.co.uk and MumsInTheKnow.co.uk.
The Indesit partnership delivered on all its key objectives. By collaborating with FourFourTwo, MumsInTheKnow and Lucozade PowerLeague, it ran a campaign that had real credibility and pinpointed its target audience.
- Using a mix of platforms and partners, it delivered the right messages to the right audience at the right time. High-impact print, digital and social provided updates to the shared audience at scale
- More than 3 million people were exposed to the campaign
- There was a significant positive shift in Indesit brand perception