Context : Football and specially one game “Le classico” Paris-Marseille is the main subject discuss in France the day after the game in all media.

Challenge : How make the others media talk on their sport section about the brand L’Equipe instead of just talking about players and game result.

Idea: Bring a new kind of analysis of the game, touching, refreshing, and funny and never seen before in a major sportnewspaper.

Solution : Create a special newspaper written by children, handle by children, written with their own words and their own vision of this game.

There are football fans that won’t shy away from analyzing the Classico: they are children. What if L’Equipe offered them a dedicated newspaper? A newspaper written by them and for them, La Petite Équipe.

Hiring phase: from 16th to 27th October 2014

There is no newspaper without journalists. The process started with their hiring. To be eligible to try their luck there were two criteria: the kids should be 9 or 10 years old and analyze the last playground game like professionals. To reach a maximum of parents, we imagined a dedicated Facebook app and press releases to send back to the newspaper.

Promotional phase: from 3rd to 9th November 2014.

Publication of the event issue La Petite Equipe: November 10th 2014.

A media investment evaluated at 1.5 million euros (space purchasing + production)

5000 essays of (very) hardworking 9 or 10 years old children.

An highly exposed media coverage (press, Web) of the Equipe brand in advance of and during the most looked-forward-to sporting event of the Ligue 1.

3 mornings covered the event the next day after the game : RTL (twice) and France Bleu, which is almost 3.4 million listeners.

Professional press spins-off in CBnews, Stratégies, the AND but also on Sport.fr and Actukid.fr.