Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Lokomotiv FC
Fans against all odds

RAN IN: Russia

CLIENT
FC Lokomotiv

AGENCY
Leo Burnett Moscow *Lead Agency


SUMMARY

Since 2004, the football club "Lokomotiv" is going through a difficult period. Formerly once the flagship of Russian football, since 2004 the club has never become the Champion of Russia. Fans began to lose faith in the team, attendance of matches of the team fell. But exactly at that time support is especially needed. To return fans their pride for their native club, we found the most dedicated fans, those who support Loko, never seeing their club winning big. These are small club fans born after 2004. We asked them about Loko and recorded their answers to the camera. It turned out that the children understand the meaning of the Clubs slogan "Steel together" better than adults, and they love "Loko" not for something, but just like that.

CASE VIDEO


Audience: The fan base of Lokomotiv football club was chosen as a target audience of the campaign, for this is the most beneficial social group in terms of material gain, brand popularization and motivation of the players. Another reason for this choice was high emotional involvement of consumers, which is the clue distinction of the sport brands comparing to product or service. Secondary audience of the campaign presents the whole mass of football community: those who are interested in football, but do not cheer for Lokomotiv.  

Objectives: Business: 20% increase in tickets sales of Lokomotiv games during 6 months after the campaign. Behavioral: increase in the attendance of Lokomotiv games by 20% (average enrollment of home matches of the club decreased by 32% during 10 seasons) (source: sports.ru, 2010: https://goo.gl/FLx1iP; Sport Express, 2017: https://goo.gl/K86xuR).  

Type: B2C

Language: English, Russian