PR > Practices & Specialisms
LEO BURNETT MOSCOW, Moscow / LOKOMOTIV / 2017
Overview
Credits
CampaignDescription
Lokomotiv hasn’t won any championships since 2004. However, there are true fans who still support the team not because of their victories. In fact, these fans have never seen their club winning big. Because they were born after 2004. We asked them about "Loko" and heard the most sincere answers and guidance. It turned out that the children understand the meaning of the Club’s slogan "Steel together" better than adults, and they love "Loko" not for something, but just like that. Just because it's their native club and “relatives cannot be changed”.
Then we used their answers to motivate the team.
Execution
We shot a video of the fans born after 2004, sharing their unconditional love for the team and giving them advice before an important game. On the big day, instead of saying his traditional speech, the coach showed this video to the players and we shot their reactions.
The final video with the team reacting to the kids was uploaded online on Youtube and in all Loko fan-groups all over social media. As we expected the video got widely shared by active fans drawing attention of passive fans, sports media and even fans of rival clubs who left positive comments.
Outcome
? More than 200 mentions in sports and social-political media.
? 2 reports on national sport TV-channels “Match TV” and “Our Football”
? 95% positive tone of voice
? Media reach – more than 47.000.000
? Target audience fans changed their behaviour and started attending more games
This work was launched before the finals of Russian Cup – the time when all attention was on Lokomotiv, as they got to the finals. In two weeks after launch the team played 4 games and we noticed 33% increase in game ticket sales.
One week after we showed this video Lokomotiv won Russian Cup. This victory means that Lokomotiv will play with Russian Premier League winner for the Super Cup Trophy and start at the group stage of UEFA Europa League.
Relevancy
This work is relevant for this category, because it was created for the Russian football team Lokomotiv which reputation changed badly since 2004. After this year they haven’t won any championships and experienced hard times with their fans attending fewer games. With this work we managed to change that behaviour and enhance Lokomotiv’s reputation. We targeted their supporters with a strong message that became viral and used earned-media creating buzz.
Strategy
We needed to approach the Lokomotiv fans who have become more passive attending fewer games and inspire them to keep believing in their team. We knew that this audience won’t believe in promises of victory or just beautiful words. They needed something real to make them proud of being fans again. Fans who stay with their team even during hard times. We showed them the best example of such fans, who still support the team no matter what. Our strategy was to target this audience in Loko fan groups all over social media – the only places where even not so passionate fans will definitely notice our message. We knew that active discussion in these groups will help us spread the word even further.
Synopsis
“Lokomotiv” is one of the leaders of Russian football. The Club features an iron character, integrity, honesty and dedication. These are qualities that associate them with the railwaymen (Club’s main sponsor is Russian Railways company). No wonder they are called "locomotives".
Since 2004 the Club has experienced a difficult period, it hasn’t won any championships. Fans started losing faith in their team and attending fewer games with every year. We needed to support the players during hard times and inspire fans to support the team.
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