Aguila: Half fans

Aguila, a beer brand, encouraged Colombian football fans to support the women's league as much as the men's by removing half of the current champions' badges in an official match and getting the female players to play the second half.

Objectives

Increase conversation about the Colombian female football league, which was non-existent in 2019.

We needed to increase the fan assistance to the stadium and fans watching the female league on TV, because without their support, the tournament was about to be cancelled. (2019 average attendance: 500-1000 fans every match vs. 15.000 fans in the male tournament).

Guaranteed for the 2020 tournament that was about to be cancelled.

Summary of the work

Background:

In Colombia, as in most parts of the world, fans do not support female football leagues as they do with the male teams, even when they play...

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