When England secured a victory over Senegal in the last 16 at the Qatar World Cup, we had less than a week to position UK bookmaker William Hill at the heart of the fan conversation online, ahead of their Quarter Final clash against France. The challenge was significant: we had no rights, no access to talent, and a highly regulated marketing sector to navigate. We needed to deliver fast, highly engaging creative. Introducing The French Feeling—a swift journey across the channel to play into French stereotypes.
But what about England Fans?
When England secured a victory over Senegal in the last 16 at the Qatar World Cup, we had less than a week to position UK bookmaker William Hill at the heart of the fan conversation online, ahead of their Quarter Final clash against France. The challenge was significant: we had no rights, no access to talent, and a highly regulated marketing sector to navigate. We needed to deliver fast, highly engaging creative. Introducing The French Feeling—a swift journey across the channel to play into French stereotypes.
But what about England Fans?
The idea was to innovate on traditional fan Vox Pops. We know they can deliver magical fan moments, but we aimed to elevate the Anglo-French rivalry to everyone’s social feeds. The strategy was to be bold, playing into English stereotypes of French fans, gathering their match predictions, and bringing it back to capture the reactions of Three Lions’ fans as we played clips from their French counterparts.
This was about creating highly shareable moments. On Wednesday, we took a small crew to the streets of Paris with William Hill ambassador Emma Jones. We cast French fans we knew would provide the most outlandish score predictions and engage in friendly match banter. Following an overnight edit with our production partner, we curated the best fan moments, ready to share them with England fans on the streets of London the next day. The outcome? Two edits released in the lead-up to the game, significantly boosting clicks, engagements, and fan conversation, supplemented through William Hill and leveraging Emma Jones’ reach.
We have enlisted Pangaea 13's help on many projects over the years, and we couldn’t recommend them more. We’ve collaborated with some of the biggest stars in the sporting world, and each time, they’ve been outstanding in driving campaigns from ideation to execution, helping us achieve some of the best-performing content we’ve ever posted. They're incredibly proactive in pitching ideas, intuitively understanding the needs and goals of the brand and campaign.
