Transforming an engagement programme into a meaningful annual milestone

Since 2022, SensationnELLES by Intermarché has been supporting the development of amateur women’s football alongside the French Football Federation (FFF). Sponsored by Laure Boulleau, TV consultant and former international player, the programme comes to life through recognized figures in football, highlighting the journeys, commitment, and energy of participating clubs. 

With SensationnELLES, Intermarché asserts a concrete commitment to women’s football, rooted on the ground and close to the clubs. For this new edition, the goal was clear: to scale up the programme, modernize it, and establish it as a visible, credible, and sustainable brand asset without ever losing its human connection. 

We conceived SensationnELLES as a year-long structured programme, designed as a clear and embodied journey, punctuated by key moments capable of mobilizing clubs, players, partners, and the media. 

Our conviction: to be legitimate, a commitment must be lived, seen, and shared. We designed a comprehensive framework, thought out for the long term, built around several complementary levers: 

• A modernized platform, supported by a stronger visual identity and contemporary communications to reinforce the programme’s clarity and recognition. 

• A structuring annual journey, from the launch conference to the Clairefontaine training camp, passing through the call for projects and the grand finale. Each major moment plays a precise role in the programme’s narrative and impact. 

• A high-value human experience, notably at Clairefontaine, designed as a formative moment for clubs and young players: sport, transmission, inspiration, encounters with respected figures from women’s football.

• An integrated content and amplification strategy, blending social media, partner relays, and press relations to position SensationnELLES in the long term and transcend a one-off event logic.

The entire framework was designed to create coherence, generate engagement, and showcase Intermarché’s commitment where it is most legitimate: on the ground, with the clubs that make it happen.