The idea was made to promote and ease the access to the FIFA Women World Cup in Brazil, by putting all of the games on everyone's hands through the most popular food delivery app in the country.

Despite huge interest on male football and massive audience to the Men FIFA World Cup in 2022, Brazilians had shown little enthusiasm for the Women FIFA World Cup that was about to happen in 2023. So much so that according to the Ibope Audience Institute, only 25% of Brazilians said they would watch the games on TV, which lead to no open TV channel to purchase the broadcast rights to all of the Women FIFA World Cup Games.

iFood is the biggest food delivery app in Brazil and the most loved brand in the country.

It is a generous and accessible brand, and its mission is to bring to people what people want at anytime, anywhere.

Situation:

No open TV channel bought the rights to the Women FIFA World Cup, making it hard for Brazilians to watch the games and manifest their support for the Brazilian National Team and to allow Women football to gain traction in Brazil.

Brief:

Use the massive audience iFood has, with its 50 million active users in Brazil, and take advantage of the fact that iFood has an average 38 minutes per week interaction from active users and serve them the Women FIFA World Cup.

Objectives:

We wanted to show our support to the Brazilian national team and Women football and use the World Cup to increase sales and food orders on our app during the games.

We used iFood app's massive audience and bought the live streaming rights of all 64 Women FIFA World Cup games and broadcast them for free inside our app.

So anyone who opened iFood to order food was able to watch any of the games, and anyone who came to watch the games on iFood because they couldn't find it anywhere else to watch, would be tempted to order food on iFood.

Target: Anyone who is an active user on the app. Nearly 50 Million Brazilians that spend at average 38 minutes per week scrolling through the app.

Approach: We did what we do, we delivered what people wanted. That being either football or food and most of the time, both.

We used iFood app's massive audience and bought the live streaming rights of all 64 Women FIFA World Cup games and broadcast them for free inside our app.

So anyone who opened iFood to order food was able to watch any of the games, and anyone who came to watch the games on iFood because they couldn't find it anywhere else to watch, would be tempted to order food on iFood.

We offered a unique experience for active ifood users and with that further our positioning as the most loved brand in Brazil, while increasing sales and showing support for Women's football.

We did all of that by delivering the best football experience to the hands of 50 million Brazilians, for free.

We targeted each and every iFood user to have a special experience of the Women FIFA World Cup, by bringing a unique experience for active ifood users and with that we furthered our positioning as the most loved brand in Brazil, while increasing sales and showing support for Women's football.

We did all of that by delivering the best football experience to the hands of 50 million Brazilians, for free.

Implementation: Partnership with a well known sports influencer, giving notoriety to the fact that iFood would be the place to go to watch the Women FIFA World Cup.

Timeline: The 40 days of the World Cup.

Placement: Our app. iFood.

Scale: Total audience of 21 Million people.

23% orders increase compared to the same period the year before.

21 Million people watched the games inside our food delivery app.

4.5 Million in earned media.

86% Positive Sentiment about the brand, strengthening even more iFood's position as Brazil's most loved brand.