The time of year came again to promote The Sun’s Dream Team fantasy football league, but this year was different.
This past season, The Sun launched its new Dream Team Europe fantasy football game, an extension of The Sun’s popular Dream Team format, to provide fans the chance to pick their own teams from players in the last stages of the major football tournaments – the Champions League and Europa League.
And we at Wunderman were tasked with designing a campaign to acquire Dream Team Europe players and take fans on a tour of the Continent. So we did.
Our campaign, which launched on 4 February, included activity for press, digital display, e-mail and social media and continued throughout the four month duration of Dream Team Europe until 6 June – the Champions League Final.
The series of 5 print ads were led by the headline “Prove Yourself. Conquer Europe.” encouraging players to test their skills on the biggest stage of all and the hilarious copy poked fun at football clubs, star players, and definitely grabbed attention.
Ultimately, the results spoke for themselves with 43,000 new fantasy football players signed up to participate in Dream Team Europe.