The Athletic - "Winning Insights"

The challenge
How to cut through in the noisiest, biggest event of the year when we have a fraction of the budget and awareness of everyone else who is going to shouting at the same audience?
Everyone is going to be telling this audience that they can get them closer to the action or give them the best coverage. What to do?
The solution
Create a campaign that is the manifestation of the product.
Fans want their team to win. We know fans can be the “Twelfth Man”.
So, let’s get the kind of insight and analysis that you can only get from The Athletic & then get it to the people who matter – the players and manager of ‘your’ team.
And get it there any way you can. Bus-sides, plane banners, the side of trucks. And pigeons.
The Impact
Unprecedented coverage from a PR perspective for a fraction of the cost of an ATL campaign. 68 separate pieces of PR content generated, 250m+ online readership & 300k+ coverage views. Covered by Sky, the FA and UEFA. Massive social impact.
Cutting through at the noisiest time ever, ever? No problem.
Football coming home? A little harder.