2023 FIFA Women’s World Cup
Super-Sub was engaged by global experience design business VMLY&R to support in the pitch submission to secure the experience management of the event to be held in AN/Z in 2023. We worked directly with the CSO to develop the insights that would drive the creative brief, in addition to working closely with creative and project teams to ensure the outcomes capitalised on the opportunity presented by the event. Here are some learnings and insights...
Top 3 Learnings:
The following 3 points were key take outs from the research conducted into the task set. These learnings are shared with the intention to support future study into the development of commercial programs around women’s sport.
Major events bring additional audiences into consideration. Where you might typically target core fans in the domestic game, the international nature of the Women’s World Cup requires you to think more broadly about the people you’re aiming to reach.
Australia is one of the most culturally diverse countries in the world. As such, it’s worth bearing in mind the various cultural, religious and language nuances in your activity. Working with media to ensure ideas translate into local placements, language specialists to ensure intended meanings are translated and not lost, and delving into the connection different countries have to sports will help to shape your thinking and creative approach.
Finally, having a clear view of the outcomes you’re looking to drive from these milestone events will ensure you remain focussed on the levers to pull in the planning. If you want to see participation increase off the back of the event, this needs to be addressed in how you activate. If you want to see increased consideration of fans to consumer more of the content in future, think about how you can target new audience who may not have been previously exposed.
"We recently had the pleasure of working with Andrew. He is unique in the way that, as an external expert, he really became a part of our team and brought his knowledge and advice to the table in a way which made our approach stronger. He was an excellent 'sub' to our team who we could really rely on, we could trust his opinions and the spirit of his approach"
- Alison Tilling. Chief Strategy Officer, AN/Z. VMLY&R
