All Eyes On US — 2019 FIFA Women’s World Cup
The 2019 FIFA Women’s World Cup was a huge priority for us at FOX Sports, not only as the official broadcaster of every single team and match, but also because the US Women’s National Team was taking the field to attempt to repeat as World Champions. (Note: The US Men’s team did not qualify for the 2018 World Cup, which made it a big deal to have the US back in the mix). The USWNT was the heavy favorite to win the tournament, but the pressure was on them with massive targets on their backs. Driving USWNT ratings would be the key to total success for FOX coverage of the tournament, so our whole campaign bet on the US women.
This campaign was created in collaboration with Wieden & Kennedy.
Messaging: With three World Cup titles, four Olympic Golds, and countless domestic and international trophies under their belts, the U.S. Women’s Team isn’t just one of the best women’s teams, but one of the greatest sports teams of all time. To showcase the unapologetic ferocity of the U.S. national team as they head into the 2019 Women’s World Cup, this campaign entitled “All Eyes On Us” paid homage to the legacy built by Mia Hamm and Abby Wambach.
Watch: Anthem Spot – All Eyes On US
Copy: Take your best shot. Just remember – You come at the queen… you best not miss. Watch the U.S. Soccer WNT in the FIFA Women's World Cup 2019 this June on FOX. #AllEyesOnUS
Also created were individual player spots highlighting the expected stars of the tournament for the US:
Watch: The Warrior: Megan Rapinoe
Copy: It’s not the warrior who’s never been knocked down that you should fear…Watch Megan Rapinoe and the #USWNT in the 2019 FIFA Women's World Cup this June on FOX. #AllEyesOnUS
Watch: The Finisher: Alex Morgan
Copy: Wanna know why they call her The Finisher? Watch Alex Morgan and the #USWNT in the 2019 FIFA Women's World Cup this June on FOX. #AllEyesOnUS
Additionally, our in-house digital content team worked directly with US Soccer to create our own anthem video with the US Women’s Team, entitled ‘100 Days To Build A Champion.’ To maintain congruency with the agency spots, we included All Eyes On Us messaging within. This was a green screen shoot in Tampa where we had USWNT players read off bits of the script we had written. A fun note: our in-house creative significantly outperformed the Wieden & Kennedy creative that was already a rousing success for us.
Then our digital team led the way with an insanely aggressive plan for the rest of the tournament which included:
Every single goal (191) distributed in real-time on all social platforms
A daily, Twitter-exclusive World Cup NOW live show shot from Café du Monde in Paris for 30 days
Digital diaries with top players in the tournament from USA, England, Canada, and Thailand
Extensive branded content campaigns earning over $14M in digital revenue
World-class creative
Highlights of those accomplishments are laid out below:
Our total digital coverage of the 2019 FIFA Women’s World Cup earned us some hardware:
2020 Webby Award for Social, Sports (Series & Campaigns) -- FIFA Women's World Cup FOX Sports Digital Coverage
2020 People's Voice Winner, Webby Awards -- Social, Sports (Series & Campaigns) -- Cross-platform coverage for FIFA Women's World Cup on FOX
2020 People's Voice Winner, Webby Awards -- Social, Sports (Video) -- Digital-exclusive feature "The Greatest Moment In U.S. Soccer History, 20 Years Later: Brandi Chastain"
Oh, and our campaign bets paid off too – the USA won:
