| Title | Hope |
| Agency | Harbour |
| Campaign | Emergency Football Hotline |
| Advertiser | The Athletic |
| Brand | The Athletic |
| Posted | November 2022 |
| Business Sector | Online Press, Media & Information |
| Story | Based on the insight that the more you know football, the more you enjoy football, Harbour has collaborated with The Athletic to develop the first ever World Cup hotline, to feed both the football fanatics and fledglings with the latest stats, facts, data, news and tips to help them enjoy the World Cup and shine amongst their peers. The hotline number, 0800 0 433 433, which is being promoted in a multichannel campaign running across out-of-home, projections, radio, social media, digital, PR and influencer channels, takes callers to a call centre manned by The Athletic’s football experts, who are set to answer any question they might have. The hotline will enable callers to top up their football knowledge, resolve debates with family, and garner killer insights from the experts. With new research revealing 70% of fans regularly argue about football with friends – and 17% even admitting to having fallen out with someone permanently over a football disagreement – The Athletic Emergency Football Hotline will act as a key adjudicator for the public, helping to dispel any impending feuds. Not only this, the hotline will also serve the purpose of enabling fans to brush up on everything from the simple to the obscure, as 42% of fans admitted to ‘cramming’ before a match to be ‘in the know’ and outwit their mates’ football knowledge, with 50% stating that knowing more about the game makes watching more enjoyable. As part of the campaign, English football legend and the Athletic columnist Alan Shearer is also appearing on top UK news channels to promote the hotline and sitting alongside The Athletic's experts, to help answer the questions of eager fans. A variety of well-known influencers will be sharing content featuring themselves taking part in a 2022 World Cup themed quiz. In order to answer the toughest questions, they will call the Emergency Football Hotline for help. |
| Media Type | Web Film |
| Length | |
| Creative Director | Yann-Gael Cobigo |
| Creative Director | Thibault Michal |
| Producer | Katie Bayley |
| Creative Partner | Mick Mahoney |
| Strategy Director | Kevin Chesters |
| Business Director | Anna Bee |
| Account Manager | Emma Bannon |
| Illustrator | Studio Jimbo |
| International Marketing Director | Sinead Bunting |
| Editor in Chief | Alex Kay-Jelski |
| General Manager UK and International | Aki Mandhar |
| Marketing Manager | James Wettern |
| PR Agency | PrettyGreen |
| Associate Director | Lucy Mart |
| Associate Director | Sam Hooper-Gill |
| Account Director | Tania Burnham |
| Account Manager | Rob Jones |
| Senior Account Executive | Tanz Jeyacheya |
| Influencer agency | What They Said |
| Client Services Director | Joe Stratton |
| Campaign Executive | Kit Wilson |
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