Brief
Women’s football is gradually becoming a higher-profile sport since the F.A launching the ‘Women’s Super League’ in 2011.However, women are nowhere near on par with the national following of male footballers. Therefore, my brief is to raise the profile of the ladies’ game by taking a unique approach to what has been done previously. The campaign will initially be based around Everton Ladies F.C.
Concept
The concept I’ve come up with is to raise the profile of the women footballers rather than the ladies game as a whole. Male footballers are known throughout the country and some even have a celebrity status from having such a high profile. If the public become familiar with the women footballer’s names, then the way is paved for the Everton Ladies team as a whole to raise its profile.
Solution
To put this concept into practice, I’ve created a campaign headed ‘Convert the Shirt’ . The idea being: instead of putting a male footballer on the back of your shirt, put a female footballer- Convert the Shirt. The campaign will surround making the general public familiar with the female footballer’s identities.
These are unfamiliar names with the majority of the general public. By setting them in bold type and putting them in the environment with no explanation the names will be noticed and intrigue created. This will be the first stage of the campaign- guerilla advertising
After the names have been put out in the public domain and have embedded into their subconscious minds, the main campaign can then go underway.
This identity can then be applied in store.
