INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG / SPARDA-BANK WEST EG / 2013
With actions and contests live at the stadium, in fan bars, around Sparda Bank branches and on Facebook & Co. BVB-Fans secure themselves a trip to a BVB away game with 'The black-and-yellow Fan Van'.
Two promotional mechanisms are developed to obtain a ticket for a trip in the lovingly restored VW T2. They complement one another perfectly. Alone the noise of 'the yeller promotion' helps it capture a great deal of attention. The mobile iPad game reaches fans who don't pass by the stationary promotion. Consequently, before a game begins everything centres on the black-and-yellow Fan Van from Sparda Bank.
Demand for spots in the Fan Van skyrockets. Several hundred thousand fans took part in the contests and football pools over the course of the year. The van achieved cult status. The ultimate accolades for the van: BVB integrated the black and yellow vehicle into their victory parade through Dortmund— with half a million spectators.
The bank has decided to use the BVB Fan Van in 2013 as well.
Although communication focuses primarily on the Fan Van rather than the bank’s financial products, the bank still sees another significant increase in new contracts over previous years: 25% more new customers.
BELGIOVANE WILLIAMS MACKAY, Sydney
2010, AUSTRALIA POST