«Мы все одной крови»

Главное о кейсе

1. In the first 3 days of video watched half a million fans on the Internet. The video became the most popular in the history of the club. In social networks - thousands of enthusiastic comments of fans paid tribute to the club's new approach to marketing communications.
2. Attendance of matches (goal: to save) increased by 20%. It was a record for Spartak in the history of Russian championships. According to this indicator, we lead the country again. And for the first time we came to lead throughout Eastern Europe.
3. Sales of seasonal tickets (goal: to save) increased by 3%. The growth of ticket online sales (goal - an increase at 5%) increased by 13%.
4. CRM base of fans (target: an increase at 5%) grew by 17%.
5. A number of brands (Otkritie Bank, Nissan, Gorenje, Foundation againts leukemia) joined the theme and the used message "We are all of the same blood" and created a communication campaign on the basis of the idea.

Бизнес-задача и ее решение

To maintain level of attendance of home matches.
To maintain sales of seasonal tickets. The growth of ticket online sales by 5%.
Increased CRM fan base by 5%.

Прочая информация о кейсе

Problem. Spring 2016. Spartak Moscow, the most popular and titled Russian football club, has disappointed it’s fans again. 15 year without a title. Fans started to lose their bond with the club. And the club started to lose fans at the stadium.
Solution. An unprecedented step: all football clubs make heroes out of their stars, we’ll make stars out of our fans! Next season they will be at the heart of our communications.
«We are all of the same blood» – a manifesto of fans unity and their common DNA.
Implementation.
On May 6, a series of unexpected DNA-messages started to appear in all social media. New messages were posted every day.
May 16. After 10 days an epic video «We are all of the same blood” was presented at the stadium. All heroes in the film are true «red-white team» fans.
And it went straight to the heart!
And on the front pages of the major sports media.
Fans became heroes in all games posters.
A special project was launched with the stories of people who support the club and have the same DNA despite all differences.
The Movement was joined by a range of brands. Inspired by the campaign they created their own communications following the DNA concept.

Видео