Sporta was selected to brand and execute the Women's State Cup Final event for the 2022/2023 season. The State Cup in football is one of the oldest and most beloved competitions among fans in Israel, with a long and prestigious history. The goal was to visually convey the significance of the competition through graphic language, celebratory elements, and vibrant colors that evoke a sense of grandeur.
client
The Israel Football Association
Year
2023
Services
Branding
Strategy
Digital
Rebuilding
Templates
Video
background
"Out of difficulties grow miracles" – Jean de La Bruyère wrote, or at least that's what ChatGPT told us he wrote.
In the digital sports marketing space, too, wonderful things can grow from difficulties. While haters may emphasize the shortcomings of your customer and mock them, there are cases where you can actually highlight these shortcomings (whether they are outdated beliefs, half-truths, or a distorted view of things), and by skillfully using them, emphasize your distinct advantages, shift the narrative, and create credibility that will eventually lead to conversion.
A different final promo
We were asked to produce a video for the Women's State Cup final in the 22/23 season; our client, the Israel Football Association, invests heavily in promoting the event, and we were tasked with creating a promo to encourage fans to attend the match.
Our team took on the challenge, developed the concept, and after receiving approval and budget confirmation, we teamed up with a film crew at the venue where the game would take place. There, prominent players from both teams awaited us for the shoot, as they were set to compete in the final.
Who cares, what is this promo, are we Real against City?
Lee Falkon
Star Born
We immediately distinguished that Li Falkon, ASA Tel Aviv's striker, is a true star (beyond being a football star) as she takes on the lead role and steals the show. The video opens with a banal, boring, and exaggerated football game: a tough football game with a ball passing quickly between the players and generic rhythmic music. Suddenly, the video is cut, and you hear Li Falkon shouting "Yalla." The music stops abruptly, and Falkon continues, "Who cares about this promo? Are we Real against City?"
At this stage, after a few more hints, Falkon breaks the fourth wall and directly addresses the audience: "What do you think, that they didn't tell us all these things?" while she lists stereotypes about women's football, thus building credibility that adds to the interest and surprise created earlier.
At this point, viewers are already hooked on Falkon, and as she finishes listing the drawbacks, she challenges with a teasing rhetorical question: "But tell me, have you ever come to see us play? Sit in the stands? Experience something else for a change?"
The camera then shifts to the demonstrating players on the field, as Falkon builds up the players, showcases them, and talks about each one's skills. Falkon concludes with a personal invitation to the audience while turning to the child star Dylan Dror (who speaks while the players spin him on the field), pointing out all the reasons to come to the game (except for Dylan Dror): Fanzone, free entry, excellent football...
Turning off the lights
Towards the end of the filming of the video, unexpectedly, the lights on the field go out. Falco does not get confused and directly addresses the camera, saying, 'Look, they turned off the lights on us, always turning off the lights on us. Alright, I'm leaving.' This unplanned comedic moment, somewhat sad and a bit annoying, concludes the video with a smile.
We are pleased to say that the considerable number of spectators who attended the game is a result of our video. However, if you've come to know us, we measure ourselves in numbers, not feelings. While we cannot prove that the video brought all the fans to the game, what we do know is that the video went viral with over 58,000 views, a record for women's football. Even if it didn't bring all the fans to the game, its reach and the messages conveyed served the broader agenda of the client. Among these were breaking existing stigmas and attempting to provide an opportunity for women's football, as well as exposing the digital activities of women's football to many other potential clients.
https://youtu.be/6GbWf_aMs4c
The results speak for themselves:
+ 0 k Views on the promo of the cup final + 0 % Interactions with content + 0 % Accounts exposed to the content + 0 % Engaged accounts