Channel 4 – UEFA Women's Euro 2017

Case study - Objective: Change minds


To mark the first time the UEFA Women’s Euro tournament was televised live on Channel 4, the broadcaster teamed up with OMD and Trinity Mirror for a tactical campaign.

With Scotland up against the England Lionesses, it was sure to be a big tournament for women’s football. Interest in the sport is growing, however its profile still doesn’t compare to men’s football. The aim was to develop a campaign with the same hype, profile and attitude as men’s football, breaking down gender barriers to attract existing fans of the sport.

Newsbrands were the perfect partner – they reach eight million people interested in football daily, can be used powerfully and quickly to prompt viewing and are the home of local and international football news.

With a target audience of football fans across both England and Scotland, OMD teamed up with Trinity Mirror for its national reach alongside its local footprint. The campaign made the game front page news, with a cover wrap on 14 Trinity Mirror titles.

The campaign split the simple but striking copy with the Scottish team on the front in Scotland and the English team in England. Additionally, each paper featured a wall chart to drive support for the tournament as a whole.

The cover wrap campaign was a key part of our strategy to drive a sense of event and excitement on a national scale on the all-important day of the England vs Scotland game. It was a high impact way of putting women’s football firmly on the agenda.

Grace Ayres, group marketing manager, Channel 4