'Dream Bigger' - Xero x The 2023 FIFA Women's World Cup

The Brief

Xero wanted to leverage the power of the FIFA Women’s World Cup 2023 and England Women’s team partnership to grow awareness and consideration of the Xero brand with the opportunity through authentic storytelling to an engaged audience of football fans and small business owners.

Campaign Execution

As a challenger brand Xero needed to cut through against more established commercial sponsors, as well as a competitive business category, in order to stand out.

We created a bold campaign, ‘Dream Bigger’, designed to be memorable beyond a calendar moment and showcasing Xero’s global to local women’s football partnerships. The campaign celebrated the dreams of those on and off the pitch, presenting Xero as the brand that empowers people to embrace even bigger possibilities and make the future bright for the next generation. We predicted 'dreams' would be part of the tournament vernacular and so the campaign perfectly tapped into the authentic emotion around tournament. Through impactful brand visibility and authentic storytelling across OOH, press, partner content, social, digital, and TV, we effectively reached target audiences across platforms, ensuring maximum exposure and impact for Xero's empowering message.

To demonstrate Xero’s brand in action Xero established the Women in Football Entrepreneur Mentorship Programme, to provide promising female start-up founders with a complete package of vital support, with a programme of enterprise skills training and mentoring.

Results 

Xero exceeded all campaign objectives with its first-time sponsorship of women's football in the UK. In just 6 weeks, the campaign achieved record highs for Xero in brand awareness and brand perception, and brand equity scores in  the UK. Xero’s brand is now healthier than ever because of this campaign.