Playing for change
A campaign built for connection and community impact
Project: 2022 FIBA Women’s World Cup Activation
Client: Molten Japan
OVERVIEW
As a major partner of the 2022 FIBA Women’s World Cup, Molten Japan sought to deepen its connection with Australian audiences through a bespoke PR and activation campaign. The goal: to empower more young women to ‘play ball’, regardless of background or ability, and build lasting brand engagement across regional and remote communities.
WHAT WE WERE ENGAGED TO DELIVER
Beyond the Break was engaged to lead Molten’s Australian PR and activation strategy.
Our scope included:
- Development of a national media and community engagement campaign
- Creation of bespoke content and digital assets for Molten and FIBA channels
- Engagement of basketball legend Michele Timms as campaign ambassador
- Delivery of a launch event and basketball clinic
- Design and rollout of the Local Female Champion campaign and Leadership Bootcamp
- Integration of regional and remote outreach with international team activations
- Media liaison and pitching to secure national coverage
OUTCOMES
- A strong platform for Molten to connect with fans and communities
- Brand awareness and legacy built across regional and remote Australia
- Local Female Champion campaign duplicated at FIBA Women’s Eurobasket 2023
- Successful video content series featured in arenas, fan zones, and social channels
- Increased traffic and engagement across Molten and FIBA Women’s World Cup platforms
- New partnership opportunities in Molten’s target Australian states
ENGAGE US▸
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