Company: Anheuser-Busch InBev; New York, NY
Nomination Submitted by: Finn Partners
Company Description: We are the world’s leading brewer, based in Leuven, Belgium. As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Gaming & E-Sports
 Nomination Title: Pony Malta - SHE FC
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Specify the date on which this campaign or program was launched:
January 2021
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 121 words used.
Over the past few years, women’s sports and athletes have gained international attention for their fight against the unfair treatment that exists compared to their male counterparts. Women’s soccer – in particular – has sparked ongoing debates around gender equality, from amateur leagues to the pro level.
In view of such conflict, Pony Malta – one of Colombia’s most recognized non-alcoholic beverage brands from ABInBev empowering girls and teens to bring out their best and a storied sponsor of esports – felt called to join the fight.
The Pony Malta team uncovered that FIFA Pro Clubs, the mode in the popular FIFA 2021 game allowing every player to create their own avatar, only allowed male personification. No female avatars in sight.
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 146 words used.
Upset over the lack of female representation, Pony Malta found a way to “hack” this mode. Using the male personification tools, the team made their own avatars with female facial features and created the first women’s club in career mode, unleashing these players in pro-mode in the game. Thus was born: SHE FC.
Pony Malta invited the best female gamers around the world to launch the SHE FC team – including influencer LauGamer, one of the biggest female figures in esports. Alongside the gameplay, Pony Malta started a Change.org petition to press FIFA to change their game and configure avatars to be more inclusive. The petition was backed by the Ministerio de Tecnologias de la Infromación y las Comunicaciones de Colombia and several organizations integral to the development of Colombian youth through sports. The petition was sent to FIFA – served up on a jersey.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 250 words):
Total 63 words used.
With the multi-tiered approach of social content, media outreach, paid media, and advertising, Pony Malta garnered:
- 40K+ petition signatures
- 12M+ impressions
- [REDACTED FOR PUBLICATION]
- [REDACTED FOR PUBLICATION]
And, at the end of the day, FIFA 2022 launched female player avatars. A hack from Pony Malta led to a major score for the representation of women across the globe.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 16 words used.
Attached, a campaign case study and image outlines the creative approach and results from this effort.
| Attachments/Videos/Links: |
|---|
|
