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FC Spartak
It is not given to everyone

RAN IN: Russia

CLIENT
FC Spartak

AGENCY
TWIGA Communication Group *Lead Agency


SUMMARY

In order to give a powerful emotional boost to "Spartak" fans and team at the decisive moment of the championship, we created the project "It is not given to everyone". This is an interactive YouTube project with two-minute video with 53 frames and rhymed lines about the history and values of the Club. And at the same time - this is a table of contents for the digital Brand encyclopedia: on every frame on YouTube there was a button "Join our story". By clicking on it, the user was taken to appropriate section of dnk.spartak.com, which contains everything that makes up the greatness of the Club. The project premiered at the stadium before the match with the biggest rival - "Zenit". Spartak won 2:1 - and the road to the title was open!

CASE STUDY

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CASE VIDEO


Audience: "Spartak Kids": Children from 5 to 16 years and their parents. "Inglorious times newcomers": fans up to 30 years old, which almost didnt catch the glorious era of the Club. "Witnesses of glory": Fans of 30-45 years old, whose childhood and youth fell on the most successful decade in the history of the Club. "Keepers of history": fans over 45 years old.  

Objectives: To inspire the all segments of fans for a strong support, and the players - on successful game. In the end - to achieve the following goals: 1. Resonance: make the project a real event for the fans, cause delight and excitement. 2.Sport results: victory over the most important rivals and gaining of the long-awaited title of the champion of Russia. 3.Business result: growth of season tickets sales for the next season by 25%  

Type: B2C

Language: English, Russian