World Cup


The Situation

While people often leap to the newspaper when they think of The Sun and football, we have created a formidable online offering. In the face of huge competition from other publishers, our ambition was to utilise the scale and reach of our brands - Sun Football, Dream Team and Sun Bets - to make The Sun a digital destination for fans during the 2018 World Cup.

What we did

Tapped into a truism

While everyone else’s campaign homed in on the players, our focus was the fan experience. Our campaign thought ‘We’re World Cup for it’ dramatised how the normal rules of life go out of the window for four glorious weeks every four years.

Created an integrated campaign

The Sun speaks the passionate and visceral language of real fans. This was emphasised through an integrated content, comms and events strategy that drove back to our World Cup Hub, the destination site packed with punchy opinions, fans voices and plenty of banter.

Brought the tournament to the fans

With the majority of fans staying in the UK we wanted to bring the World Cup experience to them through exclusive on the ground footage as well as a series of events leading up to the tournament and viewing parties for the games themselves.

The Results

World Cup Hub attracted 23.6M UVs and 48.3M PVs (45% return rate)
60m video views (nearly double our target)
Over 500,000 additional newspaper sales
Over 800,000­­ Dream Team players (vs. target of 500k)