The Premier League was known around the world as having a pretty bad reputation: players behaving badly, with huge egos and even bigger paychecks. We wanted to change this reputation but to do so knew we needed to capture the hearts and minds of a brand new audience for the league – mums.
We created the Premier League’s first ever advertising campaign to shine a light on the positive contribution the league has on society. Premier League Primary Stars is the league’s biggest community outreach programme, a set of curriculum linked educational resources to inspire primary school kids in everything from Maths and English to teamwork and sport.
Using T.H. Palmers famous poem ‘Try, Try Again’, performed by a cast of school kids and star players, our film brings to life the Premier League’s belief in resilience – a key pillar of the free educational resources they’re offering to 10,000 primary schools nationwide by 2019.
We supported this uplifting film with radio, digital display, bespoke club print and a content series that showed the charming reality of Premier League Primary Stars lessons, and the power of football to inspire kids in all areas of the syllabus.
Since the campaign launched in March registrations have increased to over 9000 schools, with an estimated impact on over 2.5M kids and 4.45M parents. We have also seen a significant increase in brand reputation with a 50% increase in favourability towards the Premier League.