The campaign, devised and managed by London-based digital agency Work Club, revolves around a “FanLab” which is gathering data on the attitudes and confidence levels among the fans of competing nations.

 

Fans register their emotions via a FanLab website, a process which started during Euro 2012 qualification and has been ramped up during the tournament. Pre-tournament, for example, France and Sweden had the most confident fans in England”s qualifying group – though that needs to be revisited now Sweden are out.

 

The concept and some of the results are providing the spine of a multimedia creative campaign running across territories. The TV ad, for example, is expected to reach 350 million fans in 16 markets. In the UK there have also been newsy press executions drawing on the data.