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Football Sports Marketing Emirates

'Every Game’s an Adventure' campaign for the Emirates FA Cup aims to regain relevancy with millennials


By Tony Connelly, Sports Marketing Reporter

January 5, 2017 | 3 min read

The Football Association (FA) has launched the third installment of its ‘Every Game’s an Adventure’ campaign for this season’s Emirates FA Cup with a renewed focus to regain relevancy with the youth audience.

FA Cup

The campaign will include flat-lay visual ads personalised to different fixtures

The campaign has been created by London-based ad agency Matta and will feature a series of self-shot style videos starring a group of young football fans. A new video will be released for each round of the competition from round three onwards and will be amplified by an influencer program across social media.

This year’s focus on reaching a younger audience is attempting to capitalise on recent data which showed that younger fans’ perception of the tournament is changing. According to research from the FA 47% of 16 to 24 year-olds perceive The Emirates FA Cup matches to be more important than league matches, which is up from 30% in 2014.

“We wanted to bring it to life for this age group and continue to change perceptions, so it needed to focus on modernity and continue to regain its lustre,” said Matt Campbell, executive creative director at Matta.

“The films takes the viewer on an adventure which is ‘self-shot’ primarily by the protagonists on their phones and Go-Pros.” said Campbell, adding “Again we wanted to capture how the 16 to 24s see the world, through their phones, and through their social media.”

Matta has also created personalised assets for the clubs in the form of visuals showing the contents of a young fans bag.

FA Cup

“Matta’s creative idea of flat-lay showcasing the contents of Emirates FA Cup-goer’s bags is completely on trend with what is happening on social media, especially in food and fashion on Instagram using overhead cameras,” said Lucy Roberts-Hartley, senior brand manager for the Emirates FA Cup.

Roberts-Hartley added: “In addition to creating bespoke assets we’ve also created live, in-game social templates which can be updated as the action unfolds.”

The new campaign follows on from the FA’s eSports FA Cup tournament which was confirmed to be returning for a second installment earlier this week.

Football Sports Marketing Emirates

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