Fédération Equestre Internationale (FEI)
Driving promotion for the FEI Longines Jumping World Cup for the 24/25 season through the ‘Always Believe’ brand campaign.
Fédération Equestre Internationale (FEI)
Driving promotion for the FEI Longines Jumping World Cup for the 24/25 season through the ‘Always Believe’ brand campaign.
The FEI (Fédération Equestre Internationale) teamed up with WePlay to create a transformative, long-term promotional campaign for the FEI Longines Jumping World Cup 2024/25 season. The campaign, built around the powerful “Believe” narrative, is designed to last four years, redefining the perception of equestrian sports on a global stage.
Our objective is to shift the narrative of equestrian show jumping from an elite, performance-driven sport to one that showcases the emotional and enduring bond between horse and rider. By making this connection central to the messaging, we aimed to broaden the sport’s appeal to a wider and more diverse audience.
We developed the “Believe” campaign, which spans four years, starting with a Hero Video that visually captures the passion, dedication, and bond between rider and horse. This Hero Video serves as the cornerstone of a larger, ongoing campaign supported by elegant, artistic visuals across digital, print, and social channels.
Extensive research revealed that while fans are drawn to the competitive aspect of the sport, it’s the human-horse relationship that resonates deeply. The campaign reflects this through a blend of emotionally driven storytelling and visually striking assets, ensuring the campaign resonates across traditional and modern media outlets.
Though still early in the “Believe” campaign, initial feedback is positive. We will focus on digital metrics, such as video views and social media engagement, alongside revenue-based metrics like attendance at FEI events. These indicators will help gauge the campaign’s impact and its potential to reshape perceptions of equestrian sports over the next four years.
