Making The FA Matter

The FA: The World's First Subbuteo Set (PR & Influence)

Like Comment

Women’s Football has evolved to become the top women’s participation sport in the UK; growing attendance figures, ground-breaking sponsorship deals, professional players and leagues are testament to its success. However, there is still work to be done to ensure that the beautiful game is one that is equal ‘For All’, from boardrooms to a… board game!

When we were tasked with driving ticket sales and awareness of the SSE Women’s FA Cup Final, we created a platform to cut through, drive debate and celebrate women’s rightful place in football at every level. We took Subbuteo, a nostalgic, nationally loved game and brought it in the 21st Century. In 70 years of production, only men have been represented in this cult classic, so we created the world’s first all-female Subbuteo set, a 2018 SSE Women’s FA Cup Final edition, demonstrating The FA’s commitment to the transforming the women’s game on and off the pitch. Board games may seem a trivial in the quest for equality but we knew that creation of the new female edition would ignite the attention of the nation and ensure the campaign achieved its aims of driving change.

Results

The campaign exceeded everyone’s expectations.
Not only did it deliver mass coverage (appearing in every national newspaper, and across all major broadcasters), it contributed to record ticket sales for the SSE Women’s FA Cup Final, widespread awareness and unprecedented TV viewing figures. It also had the desired impact of sparking debate among football fans and non-football fans alike and talks are ongoing between Hasbro and The FA to collaborate to recognise women’s football in the future.  

Ogilvy

Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line.   We believe in today’s world this is the best way for our clients to achieve sustainable growth.   We achieve this by breaking down the barriers that restrict talent and ideas.   

Which is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR and Health.   This allows us to not only operate but innovate at the intersection of capabilities and talent.  We believe impact and magic lies at this intersection.   Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries.    

The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology.     

We call this Borderless Creativity.