AGF – Zuzanna Krauzowicz

Campaign // AGF

A team project in collaboration with AGF following design SPRINT method (1 week) and iterations (1 week).

ux research

testing

sprint

Challenge

How can a digital concept contribute to creating more interest in AGF’s women’s team?

Idea

A campaign challenging stereotypes, and empowering young to not be afraid of the societal pressure, rejection, or bullying that goes towards women through SoMe, videos, and website with additional offline marketing.

Research

To connect deeply with the problem, we agreed to do the most we could – we visited the flagship store, attended the AGF’s match, interviewed fans, traveled abroad to see women’s football match, and conducted extensive desk research.

field research

interviews

desk research

Map

As we were following SPRINT throughout first week of this project, after answering SPRINT questions and setting up our long term goal, we created a map showing customers moving through our digital concept.

mapping

sprint

'How Might We' questions

The part worth mentioning is also creating HMW questions to see what are the problems.

After organizing them into groups, we agreed on tthe hree most important ones.

brainstorming

sprint

Storyboard

We aimed to get people talking and spark their interest in women’s football here in Aarhus.

And we considered what will be the process of it step by step.

mapping

sprint

Successful campaigns

Adidas, Nike or Portuguese women football campaigns – all of them incredibly successful, all of them centred around brilliant storytelling with an emotional message of empowerment,
togetherness and hope for a better future, all of them creating a space for community, all of them initiating a trend.

ideation

#ChangeTheGame

“Life’s too short for (…) women’s football” – this is what one of our interviewees’ grandma has been repeating for years while he was growing up. This and many more stereotypical phrases have made us think – low interest in women’s sport cannot be fixed just by one digital solution.

It had to be something bigger – a digital campaign including a promo video, SoMe strategy, a webpage, and banners.

ideation

Social media

With the SoMe campaign, we aimed to use our hashtag and content to engage with our target audience.

The tone of voice was to be inspiring and provocative; we planned to popularize women’s football players by using their pictures; with paid ads and collaborations with influencers, we estimated to reach thousands of girls and women.

video editing

Banners

With offline promotion, we aimed to achieve high visibility, capture attention, and become a part of the daily life landscape of many Gen Z girls & women.

On every banner, beside pictures of AGF women’s football players, there will be a QR code – a simple call to action leading to a webpage.

concept development

Posters

During our field research at CERES Arena (we attended a match!) we found some additional spaces – such as women’s toilets – that could be a potential promotional space – they already have frames (they were empty) so why not use it!

field research

Campaign website

A place explaining the mission and idea behind the campaign. A place where everyone can see the video, find social media accounts etc.

This would be a part of AGF’s website, so, naturally, what can follow is checking out information about future matches and AGF itself.

video editing

Promotional video

And finally, about the promo video – let it talk for itself:

video editing

creativity

Mobile etnography

To learn more about our target audience and test our campaign, we conducted a mobile ethnographic study (in the form of a 2-day-long campaign simulation) with AGF fans.

video editing