Europa League sentiment was at an all-time low. Our challenge - change it.
We needed an idea that would get audiences to look again... so we went rogue, giving the microphone to the people you would least expect UEFA to approve of - the cynics.
This strategy ignited debate and discussion about the tournament against the backdrop of a European football adventure.
The results: 8% brand lift across the Big Five nations. A new record for UEFA 🤜 🤛
30", 45" and 60" edits showed cynics experiencing the excitement and unpredictability of the Europa League.
15" cutdowns introduced our idea whilst driving traffic to longer formats.
Long formats were cut for use on our influencers' channels, media partnerships and for use across PR.
Weekly 'highlights with a twist' showed audiences what went down the night before.
