THE CHALLENGE

A global beverage brand was devising a brand activation ahead of an international football event. It was necessary to bring to life what supporting a favourite team looks like and to devise how their brand could elevate this experience for Japanese consumers.

THE APPROACH

The study engaged football fans in ethnographic interviews which involved watching a football match together at a pub or at home. Before the match we dove into their relationship with the sport and rituals performed prior to important matches as well as the behaviours that follow post-match. We observed the fans and investigated their micro-interactions during the game. The ethnographic phase was followed by co-creation sessions for brainstorming how the brand could make the upcoming football event more memorable.

THE OUTCOME

The findings modelled and revealed micro-moments throughout football season that the brand can own. The insights extracted informed potential directions to consider in engaging their audience in the football festivities.

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