Finnish FA

World Cup 2014 Qualification Campaign

Rallying a nation behind the team.

At the beginning of 2010, football in Finland was in a crisis. Players of the ‘golden generation’ were ending their careers, sponsors were losing interest, and the core fans had a very negative attitude towards the FA. Touch was asked to create a campaign for the young National team heading into the World Cup 2014 qualifications.

Our solution was a unified campaign that brought more excitement to the game and highlighted the role of the audience and the entire Finnish football community. We wanted not only to help sell tickets to home games, but also develop the national team brand and raise the football culture.

The ‘One for all, all for the eleven’ message that drove the campaign was immediately accepted and adopted by the fans. There was a massive improvement in ticket sales with a record-breaking amount of season tickets and VIP hospitality packages sold. The FA also received several new partnership deals.
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