McCann

Client: BT Group
Product: BT
Title: Red Lioness
Media: Experiential/Print/Social
Country: United Kingdom
Date Of Campaign: 19/11/2019

Background: Over 1billion fans watched the Women’s World Cup. But, with 235 pubs closing every month, we had to find a way to help the growing number of British fans access women’s football.

Idea: 40% of women feel that pubs aren’t a safe environment on match day. So, on November 7th 2019, the Red Lion in Moorgate, London was transformed into the Red Lioness. Lighting the touch-paper that would spark a nationwide movement to change the way we view women’s football in this country. With the addition of three letters, the most popular UK pub name became a defiant symbol of change, kick-starting the Red Lioness Pledge. A pledge now supported by over 1000 pubs. All fully committed to screening and promoting every live FA Women's Super League and Lioness match, whilst creating an inclusive environment for all.The renovation included a full redesign inside and out. A new identity. 100 years of history on the walls. A bespoke women’s foosball table. Our own Red Lioness Pale Ale. We even reconfigured the toilets to make them female-first and family friendly.The experience operated as a fully-functional pub for 10 days in the male-dominated City of London. Supported by influencer activity, social and press.

Results: Since launch over 1000 pubs have signed up to the Red Lioness Pledge. Pubs that until now didn't show any women's football.During the 10 days the Red Lioness was open, Greene King reported a 64% increase in like-for-like sales during the same period in 2018. Key partners, Stonegate and Michell & Butler, have now approached BT to establish long-term Red Lioness partnerships.