The Sun – We Feel Football

Grey London, agence du groupe WPP, a dévoilé une nouvelle campagne de publicité pour le journal The Sun avant le début de la Barclays Premier League le 16 août prochain.

La campagne est ponctuée par la signature « We Feel Football », qui sera reprise tout au long de la saison par The Sun dans le football, célébrant les émotions et la dévotion des fans chaque semaine, du coup d’envoi en Août aux derniers buts marqués en Mai.

Au coeur de cette campagne de The Sun se trouve une publicité de 60 secondes, utilisant les paroles de la chanson Love Hurts du groupe des années 1970, Nazareth, qui reconnaît que pour chaque vainqueur, il doit y avoir un loser, un perdant, que pour chaque moment de furie, il doit y avoir la même émotion de désespoir, une espèce de yin et yang constant d’émotions ressentis par le fan de football tout au long de la saison.

Le spot, qui se termine par la phrase « Toute la saison, nous serons là », sera décliné dans deux versions de 30 secondes et une série de prints qui apparaitront dans The Sun bien évidemment.

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A propos de cette campagne et publicité, David Robinson, Directeur Marketing du Sun, explique « Pour un grand nombre des lecteurs du Sun, la dernière page est en réalité la première page. Nous souhaitons nous addresser aux amoureux du football, ceux qui ont un appétit insatiable et sans limite pour ce sport qu’est le football, et qui restent là malgré les espoirs détruits, parfois à répétition. Et pourtant ils reviennent inlassablement vers nous pour avoir des informations. Et comme d’habitude, The Sun offre une voix, un soutien à ses fans, en print, digital et vidéo et comme les fans, « We Feel Football. » 

Avec cette publicité, The Sun souhaite se rapprocher de ses fans et se positionner comme le média majeur voire principal de la saison 2014/15 de la Premier League. Avec l’avènement des réseaux sociaux, il devient primordial pour les médias plus « traditionnels » de maintenir leur audience captive et toujours engagée en jouant sur la fibre sentimentale, à l’image de ce qui a été fait par Sky Sports et sa hotline, GoalLine.

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