Divergent Strikers
-
Upload
the-ad-club -
Category
Documents
-
view
233 -
download
1
description
Transcript of Divergent Strikers
TABLE OF CONTENTS
2 Overview
3 TargetAudienceProfiles
4 Objectives;Strategies;Messaging
5-6 Tactics
7 Measurement
9-19 Executions
1
Liverpool is a well-established soccer league that has very high brand recognition in the internationalsportsmarket.Thebrandcarriesalegacysostrongthattheirfanbase,theKopites,areregardedasoneofthemostloyalfansintheworld.TheLiverpoolFCbrandisregardedasoneofthemostbelovedsportsbrandsintheworldandtheirfansofferunlimitedsupport.Inordertospreadthislegacy,LiverpoolwillcreateitsownbrandlaunchinAmerica.ThiscampaignwillhaveaspanofoneyearandstartinJanuary.
Themainconceptforthiscampaignliesinthestatement“MyBloodRunsRed.”Thissimpleconceptstemsfromtheresearchofthepsychologyofafan.Beingafanofsomethingdatesbacktoprimitivetimeswhenpeoplewouldcheeronthebravewarriorswhorepresentedtheirtribesinbattles.ToincorporatethissameideatofansintheU.S.,LiverpoolmustpositionthemselvesastheteamfilledwithpassionsoU.S.audiencescanbecomefansandcheerthemon.Thewords“MyBloodRunsRed”isapowerfulstatementwhichembodiestheemotionsandattitudesthatmakeupaLiverpoolfan.Itisalsohasstrongassociationswiththeideaoflife,strength,power,andunity-alltheelementsthatmakeuptheLiverpoolbrand.Theconceptintendstobringoutapositiveyetintensemessageofpassionfortheaudience.BloodisasimilaritywhichweallsharebiologicallythereforethisconceptemphasizesthatLiverpoolisateamthateveryonecansupport.Thecampaign’sultimategoalistocreatecommunitydrivenbypassionfortheteam.TheLiverpoolUSbrandmustbecomealovemarkforitsaudience,whichwilltranslateintoloyaltybeyondreason.
The launchoftheLiverpoolUSteamwillbe inMiami.Althoughthe launchwillbe inMiami,thiswillbeanationwidecampaignwithamainfocusonthelaunchcityandalsoPortland,Cleveland,Houston, andSanDiego. The rational behind the cities for the campaign launch comes from theanalysisofU.S.citieswiththeworstsportsteams.Miamiwasranked#1astheworstcityforsportsandthefourcitiesfollowed.ThesecitiesarealsoinregionsoftheU.S.whichhaveveryhighhispanicpopulationswhoalready lovewatching thesport, therefore theywillbeable tocreateasphereof influence.LaunchingtheteaminthesesixcitiesandmakingMiamitheLiverpoolUSheadquarterswillbeasmartchoicebecausethesportsfansinthesecitiesneedanewteamtoattachtheirdedicationandattentiontowards.Bytappingintothisblueoceanmarketforthelocations,theLiverpoolUSteamwillhavemoresuccesswiththeirlaunchandinductionintoAmericansports.
Thetargetaudienceforthiscampaignwillbemalesages18-34whoaresportsenthusiasts.They will be segmented into three subgroups: College mates(18-22 years), Young professionals (23-28),andEstablishedprofessionals(29-34).
OVERVIEW
2
TARGET AUDIENCE PROFILES
(Social Media Savvy Brand Enthusiasts) 18-22:Maleswhoarestillincollege.Financiallydependentontheirparentssotheywillhavealittleextradisposableincomeforthingsliketicketstosportingevents.TheyhaveastrongsocialmediapresencesowillbeabletobecomeabrandadvocateforLiverpoolthroughthosesites.Theymayormaynotbedatingaromanticpartner.
(Passionate Entry Level Professionals)23-28: College educatedmales who are in the very beginning of their chosen career path. Financially independent from their parents and due to their entry levelpositions,most likelydonothavea lotofdisposable income.Althoughtheydonothavealotoffinancialincome,theyarestillpassionateaboutsportsandtheirextramoneygoestosportingeventsandalcohol.Itislikelytheyhaveaseriousromanticpartner.Duetothissituation,theyhaveless commitments than theother two segments, this isbecause theyno longerhaveclasstoworryaboutlikethefirstsegment,orafamilylikethelast.
(Fervent Professionals and Family Men) 29-34:Collegeeducatedmaleswhoaremoresecureintheircareers.Theywillhavemoredisposableincomebasedontheirjob.Theycontinuetobepassionateaboutsportssoaportionoftheirextraincomegoestosportingevents.Itislikelytheyhaveawifeorlifepartner.Thiscanleadtobringingtheirspouse/partnertotheeventsthuscreatinganewfan.Thiscanleadtoafamilyloveoftheteamifthecouplechoosestohavechildreninthefuture,iftheydon’talreadyhaveonealready.
3
OBJECTIVES
STRATEGY
MESSAGING
• LaunchLiverpoolbrandinU.S.(FocusonMiami,Portland,Cleveland,Houston,andSanDiego)
• Increaseviewershipofgames(atArenaandonTV)
• Createafanbasefortheteam
• IncorporateLiverpoolexperienceintoAmericanmarket
• CreateanopportunitytoexperiencethebrandbyconnectingitbacktoitsBritishroots
• CreateaplatformforaudiencestointeractwithintheLiverpoolcommunity
• Positiontheteamasasymbolofpassion
Liverpool is a brand that exudes intensity that is contagious to the fans that support them.By using the tagline “my blood runs red,”thatintensityispersonifiedthroughtheuseofbloodlines.
4
Telephone Photobooth (See pg. 19)• OutdoorinteractiveinstallationusingavintageredphoneboothpositionedinMiami
• PhotoboothScreen
• Play:15secondpromoforteamonscreenbeforetheycantakephoto
• ParticipantscantakephotosusingthecameraonscreenandInstagramthephoto
• ThiswillusetheInstagramapp
• TheywillhavetheoptiontopostitontheirTwitter.TheLPInstagramwillbeprogramedintothe
device, the participant has to provide their Twitter handle + follow LFC in order to retrieve
theirphotos.Theywill have theoption to tweet theirphotos from theLFC Instagramaccount.
EX-LPinsta:Thanksfortakingaphotowithus@user123Here’syoursnapshot[twitpictakenwith
Instagram]
• Instagramwillfeatureaspecial“red”filterforthephotos
• PhotowillcontaintheLPlogoonthebottomrightcorner&befeaturedonLPwebsitesousers
canseetheirphotosandothers’photos
Bloodlines Social Watching App (See pg. 18)• AppforiPhoneandAndroid
• watchthegamewhiletalkingwithotherviewersaboutthegame
• Createagameoutoftheexperience(ex:havepeoplewatchandmake‘bets’onhowmanygoals
theywouldget...etc)
Print Advertisements (See pg. 11-14)• TheconceptbehindtheprintadsisthattheLiverpoolbrandisaconditionthatispresentinallfans.
Thisisanextensionofourcampaign’scoremessage,“mybloodrunsred.”Therednessrunsso
deepthatithasbecomeametaphoricalconditionthatonecannotshakefortherestoftheirlives.
Whilethisseemsextreme,theintensityoftheLiverpoolbrandisshowcased.
• Themainvisualoftheadispersonrevealinghisorher“mark.”TheLiverpoollogorepresentsa
birthmarkthattheyallshare,whichemphasizesthecommunityaspectofthebrand.Thecopyof
theadshowsastatisticaboutbeingaffectedwiththeLiverpoolcondition.
Flashmob Soccer Match in High-traffic Areas • Theflashmobwillbeginwiththeblowofaloudwhistletodrawthecrowd’sattentiontoacentral
location.Thenatthesoundofabuzzer,twosoccerteamswill takethe“field.”Thefieldwillbe
drawnoutpriortotheflashsoccergameinchalkasnottodisturbtheconcretepermanently.
• Asthesoccerteamstakethefield,ateamoffourpeoplewillbringouttwogoals.Thisistogivethe
TACTICS
5
appearanceofthegamebeingbuiltrightinfrontoftheonlookers’eyes.Anothergroupofpeople
willcarryoutasetofbleachersfortheonlookerstositon.Therewillalsobeactorsfromtheflash
mobwhowillsitinthestandswearingLiverpoolapparel.
• Thegamewillthenbegin.OneteamwillberepresentingLiverpoolandtheotherwillrepresentan-
othernonameteam.Asthegamegoeson,Liverpoolwillbepredeterminedtowin,whichwillcause
thefansthatareactinginthestandstobecomemoreandmoreexcited.
• Thiswillcreateexcitement for theonlookersand theywillalsobegin tocheer forLiverpool.At
theendofthegameabannerwillappearthatsays.“OurBloodRunsRed,DoesYours?”withthe
websiteaddress.
Partnerships with American Red Cross to Promote Blood Drive (See pg. 16-17)• AmericanRedCrossstaffwillbeinLPuniformscollectingbloodfortheorganizationwhilealso
creatingexposurefortheteam.
• AnationaltouroftheUSwithstopsinmajorcitiestopromotetheteamandtheorganization.
• Thetourwillbeonareddoubledeckerbusasredisakeycolorinthecampaignandthedouble
deckerbusremindspeoplethattheteamisoriginallyfromEngland.
• Thispartnershipwillbenefitbothpartiesbecauseitwillshowthattheteamgivesbacktothecom-
munity,whileTheRedCrosshastheopportunitytogainpublicityfromanupandcomingbrand.
Interactive Floor Billboards (See pg. 15)• Providesadigitalyethands-onexperiencewiththebrandbylettingaudiences“play”thesport.
TherewillbeaprojectedimageoftheLiverpoolsoccerfieldonopenspacesindowntownoutside
barsandnightclubs.Theinteractiveprojectorshavemotionsensorssotheaudiencehastheop-
portunitytoplayashortgamebeforethebillboardrevealingtheLiverpoollogoandtagline.
Design Elements (See pg. 10-11)• Logo:TheredesignedlogorepresentsthebrandinamodernlightwhilealsokeepingtheLiverpool
iconalive.Thissimplistic logoisacleanerversionofLiverpool’straditional logoandwillbethe
mainsymbolofthecampaign.Theconceptof“MyBloodRunsRed”isillustratedthroughthenew
logowiththeclean-cutstreaks.Itisasimpleyeteye-catchinglogothatwillbearecognizableicon
fortheLiverpoolbrandacrosstheU.S.
• Uniforms:Thedesignofthenewuniformsareheavilyinfluencedbythenewlogo.Thestreaksof
redfromthelogoaretransplantedintotheuniformandmadeintostripes.Thetraditionalreduni-
formsaregivenamakeoverintoamuchsimplerandclean-cutdesign.Theuniformsareunique
andwillbesuccessfulincapturingtheessenceofthebrand.
6
MEASUREMENT
Measurement• AttendancetoGames
• Viewershipofgames
• Interactionandfollowingonsocialmedia
• Salesofmerchandise
• TraffictoWebsite
Measurement tools • GoogleAnalyticstrackingofInstagramWebsiteandLiverpoolWebsite
• UseRadian6totracksocialmediainteractions
• TrackNielsentelevisionratings
• Trackticketsalesforhomegames
• TrackamountofblooddonatedviatheLiverpoolpartnership
7
EXECUTIONS
8
9
10
11
12
13
14
15
16
17
18
19