Can a brand offer hope to those teamless world cup football fans?
During the last World Cup, DENTSU CREATIVE Milan team helped Fonzies, snack brand and partner of the Italian football team, turned desperate Italian fans into die hard Canadian supporters through a national call to action named “FORZA CANADA.”
At the 2023 Cannes Lions International Festival, the campaign was shortlisted in PR Lion Community Management category.
REVIVE AND EMPOWER A SPONSORSHIP THAT SEEMED LOST
In April 2022, one news devastated Italians: Italy failed to qualify for the World Cup. The most passionate and insane football fans in the world had no one to cheer for.
And Fonzies official partner of the Italian football team too.
But someone else qualified: Canadian team, a team with the fewest football fans in the world, with less supporters than curling.
For Fonzies and all the Italian fans there was still hope.
SOLUTION
WE TURNED DESPERATE ITALIAN FANS INTO DIE HARD CANADIAN SUPPORTERS
Fonzies decided to create a fan club for Italians to support Canada, launching it through a national call to action.
Within a few days, a community of millions was born and they cheered hard for Canada across Italian and Canadian cities and even the Canadian Ambassador and the Italian TV joined Forza Canada.
MILLIONS OF ITALIANS BECAME PERFECT CANADIAN FANS
Belgium-Canada the most-watched football match in Canadian history with 8.9 million Canadians and 10.1 million Italians (54% Italian viewers).
Sales increased just in 3 matches:
Canada-Belgium +7%
Canada-Croatia +12%
Canada-Morocco +18%
The project totalled 80 million global impressions.
“Purposeless Italians have a team to cheer for.”
“Supporters help Canada dominate the match.”
FOR FULL STORY, PLEASE VISIT
www.dentsucreative.com/cases/fonzies
