The Sun, a British tabloid, has launched the World Cup For It campaign, promoting its app as a constant source of scores, analysis, commentary and content during the World Cup.
The campaign was created by MOSAIC, the joint team of agencies T&P and VML, and the focus is not on big stadium scenes, but on the way football is actually followed throughout the day. Matches are watched at inconvenient times, scores are checked during short breaks, and someone else’s analysis from the app sometimes becomes one’s own “expert” opinion in the pub.
The campaign speaks to a broad audience, from those who follow every detail of the tournament to fans who join in through the atmosphere of the major competition. The Sun thus emphasizes the breadth of its offering, from live blogs and scores to commentary, gossip, analysis and expert articles.
Nathan McPherson, brand marketing and partnerships director at The Sun, said that World Cup For It celebrates fan passion and the way audiences follow the tournament regardless of time zones. According to him, the app should be a place where fans can find both tactical analysis over morning toast and a few facts that will come in handy in a pub conversation.
The creative team built the campaign around everyday, slightly messy fan situations, rather than classic sports scenes from the stadium. According to Russell Ramsey, executive creative director at MOSAIC, the goal was to show the real ways people follow the World Cup, from hiding a phone under the table to night matches watched with a baby.
The campaign launched on June 1 and runs in the United Kingdom until the final on July 19. The media plan includes ITVX VOD, online video, YouTube, YouTube Shorts, Blis programmatic, digital audio on Spotify, radio, podcasts, social media platforms Meta, TikTok and Reddit, print, digital banners, points of sale and The Sun’s own channels.
