Dreaming Bigger: How a challenger brand in a low-interest B2B category used global and national sports sponsorship to supercharge brand health in just 6 weeks.
Xero is a global small business accounting software provider. As Official FIFA Women’s Football and FIFA Women’s World Cup 2023™ Partner (FWWC) and Official Partner of the England Senior Women’s Team (the Lionesses), Xero were betting on the power and success of the women’s team, and the global stage of the FWWC, to drive growth in brand awareness.
As a challenger brand, Xero had to tap into the authentic emotion around women’s football to engage small businesses founders and football fans across the country to be remembered – this was never going to be a simple badging exercise.
The Dream Bigger campaign shone a spotlight on those who are redefining the women’s game, on and off the pitch, capturing the hearts and minds of the nation, and perfectly encapsulated the narrative and sentiment of players and fans alike. It celebrated those that have dreamed bigger for the women’s game to present Xero as the brand which frees people to not only follow their dreams but to embrace even bigger possibilities.
Xero is a first-time sponsor of football and in just 6-weeks the campaign drove brand awareness and brand equity scores to the highest ever seen in the UK.
