How do you establish yourself as a new official sponsor of the England team in a World Cup year when fellow partners are outspending you 100/1? How do you do it in only four months? How do you gain share of voice against a backdrop of bigger competing brands? How do you make sure you create an ownable, distinctive campaign which connects the fans to the players and provides a genuine source of motivation for the team when they couldn’t be farther from the support of home?
Much like the Lionesses, rather than emit a meek meow for our first Women’s World Cup campaign, we decided to ROAR, with a series of activations which dominated earned media headlines, captured the hearts and minds of consumers, and almost (*sob*) helped our women bring it home.
KIND became England’s biggest and kindest fans, giving the nation a voice that the players would hear as they headed for Australia. Our centrepiece was two GIANT messages of support, which were the last thing the team saw when they departed, and the first thing they and thousands of other passengers saw when they landed back on English soil.
Our 100m sign: “LIONESSES, YOU’RE OUR PRIDE” was filled with thousands of words of support, gathered through a social campaign, and placed directly on the Heathrow flight path.
This campaign out-delivered all of our targets and was paramount in driving forward KIND’s sales performance, brand awareness and perception scores to their highest ever!
