The Sun World Cup Dream Team Case Study

The Brief
Promote The Sun’s 2010 World Cup fantasy football game to new players and to the 200,000 people who already play the £1 million Premier League version.

The Idea
This was based on the insight that England fans would have to do the unthinkable to win – support players from other countries during the World Cup, and even want them to score against England. The campaign consisted of press ads in The Sun, emails to The Sun’s database and a TV commercial.

The Results
108,400 players signed-up – beating our target by 8.4%.

The Sun