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Gibraltar: Team 54
HOW DO YOU WIN THE GAME, WHEN YOU AREN’T EVEN INVITED TO PLAY?
When Gibraltar, one of Europe’s smallest nations, wanted to play with the bigger boys, UEFA made them work for it. And when they needed to work for it, they got us to THINK MAVERICK to work with them.
In 2007 the Gibraltar Football Association, the GFA embarked on a journey to join UEFA, the European football body.
The aim was to get the 53 national members, the presidents to vote in favour of Gibraltar, the results where disappointing, out of a possible 53 votes they only achieved 4.
The GFA quickly recognised that this was down to lack of exposure and the need to get their message across in a simpler, quicker and more efficient way. Aiming to get into UEFA for a second time in 2013 the GFA turned to Maverick to help them.
Maverick embarked on a new strategy the aim of which was to present a consistent identity, the functional aspects focused on UEFA compliance, the roadmap that UEFA had put forward to Gibraltar. The concept of a new stadium that was to be built in Gibraltar and the infrastructure of football itself.
On the emotional side, we focused on the idea of national pride, passion for the game & the future of Gibraltar football within Europe.
The first part of the campaign was to send literature that brought Gibraltar to life, we also embarked on a series of films, these films where used to bring to life Gibraltar football and Gibraltar as a nation.
Maverick realises the importance of social media and getting the message across, Mavericks dedicated social media team worked 24hours a day, 7 days a week to make sure that the social pages where the central hub of the campaign. From a standing start to the end of the campaign, a mere 4 month period Facebook alone accounted for a million interactions.
Clearly Gibraltar’s story touched a nerve. We were able to garner the help of the international press and media to help us with our cause. Both the BBC, The Gibraltar Broadcasting Corporation and Al Jazeera carried the story as well as many national newspapers like The New York Times, The Guardian & The Independent. This this media available the potential audience reach was 2 billion.
The final decision to accept Gibraltar took place on the 24th May 2013 at the UEFA conference in London. The result was staggering. Of the 53 members, 51 voted in favour of Gibraltar.
Gibraltar is now the 54 member of UEFA and a new chapter in Gibraltar football starts here.
The campaign won the Grand Prix Overall Winner and Integrated Strategy of the Year at the Drum Marketing Awards as well as Gold Award for Best Public Relations Communications at the IVCA Awards; and Best PR Communication at the B2B Awards.