Lead Agency: Mindshare China
Inspire and enable young Chinese footballers to fulfill their footballing potential during the most competitive time in the football media calendar: The FIFA Football World Cup.
Young footballers aged 15-25 years in China. Dedicated to the game, hungry for recognition.
Consumer insight: Every young footballer dreams of being able to share their best on-pitch moments with their mates.
Over 40% of post-95s in China love expressing themselves on social media. Amazing moments happen for amateur footballers in every game, but unlike professional footballers on TV, they are gone in a flash.
How could we command attention from young Chinese footballers during a tournament when their team was not playing? And how could we make them better, more confident players for the future?