Everton F.C. created an excellent and a very emotional campaign for 2015/16 season ticket sales. Everton is a real family club with strong traditional values, it’s a club with a strong sense of self and place within the community, and they already announced that this is just a part of their campaign; there is more to come.
Here are 5 things that made this campaign excellent.
1. THEY TOLD A STORY AND CREATED EMOTIONS
Everton FC made a video showing the journey of an Evertonian from childhood til old age.
The ‘We are Chosen’ theme explores the unbreakable bond between ‘supporter and the club’ as they progress through life. The inspiration for the campaign comes from the famous Everton quote: “Evertonians are born, not manufactured. We do not choose, we are chosen. Those who understand, need no explanation. Those who don’t understand, don’t matter.”
2. THEY INVOLVED FANS
I like the fact that they involved fans in the story. First of all, they presented the 2015/16 season ticket promo video during a special fan-only event, and every fan received a gift from the club. With this move, Everton F.C. showed appreciation for fans who are supporting the club through this rough season.
Not only this, they encouraged even more fan engagement with a “Chosen To Ink” activity.
3. THEY PUT THE ‘BEHIND SCENE’ CONTENT IN FRONT
There is some great behind the scenes footage and photography, which takes this campaign to another dimension. Many fans love this content, and I am among them.
4. THEY GAVE MANY REASONS TO BUY TICKETS
Through this magnificent story, they gave fans a reason to buy tickets! Everton are struggling this season in Premier league, but it’s only one season, one year… and “We are chosen” to be with the club even when it is hard and they are not performing as well as we would want to.
Club gave fans another reason to go out and buy next season tickets, as they decided to freeze ALL Season Ticket prices for the 2015/16 season. This way, all renewing and returning Season Ticket holders get a 25% discount if they purchase their season tickets until May 24. Obviously, the discount not applicable to individual games.
5. THEY GAVE ALL THE INFORMATION NEEDED
Love how they created a landing page for this campaign. On one page you can find how to buy ticket, prices, payment options, benefits, latest news, behind the scene gallery, FAQ, Application form…
It’s simple, but impressive, well done Everton! #WeAreChosen
PHOTO / VIDEO: evertonfc.com
