Gotcha. Sun nails fickle footie fans

There is a new football season looming so it only stands to reason that a new fantasy football season is also on the cards, with The Sun aiming to steal a march on its rivals by getting out there first.
Wunderman, which scooped four golds at last year’s DMA Awards for Dream Team, is building on the 2014/15 campaign by creating work that will run across press, email, social and digital channels.
Press advertising broke at the weekend and will be supported by a CRM programme to engage customers with the extensions of the Dream Team product and digital Sun offerings, including Sun Goals.
It continues last year’s ‘It’s not cheating when it’s your Dream Team’ theme, which was based on the insight that football fans, no matter how loyal to their own club, will still consider picking a player from a rival club in their Dream Team.
Wunderman’s campaign shows fans who have been caught in the act of club treachery, represented by a police mug-shot scenario. So a Newcastle United fan admits: “My strikers are all from the North (of London)” while a West Ham United supporter is forced to concede: “I’m forever picking Terry” after selecting the captain of Chelsea.
The work will run in The Sun newspaper, Dream Team website, The Sun owned digital channels, The Sun social channels and paid media.
News UK audience development mananger Greg Halfacre said: “We wanted to build on the core campaign idea created last year. This year’s creative offers a fresh angle on the act of cheating when it comes to your Dream Team and shows fans reactions having been caught red handed.”
Wunderman chief client officer Josette James added: “Those football fans just can’t help themselves – we’re back to expose the club cheats with another Dream Team campaign. This year’s creative is a cheeky way to poke fun at the divided loyalties of fickle football fans.”