What we were asked.

To promote the sale of PAOK football club season tickets.

The Challenge.

PAOK is one of Greece’s foremost football clubs and an opinion leader to practically 1,500,000 million fans. However, the majority of its fans are very disappointed because the team hasn’t won any titles since 2003. This means that anyone trying to sell PAOK’s football club merchandize is up against a very difficult task.

The Process.

We re-branded PAOK.

One heart. One voice.

What we Delivered.

We created and projected the image of a club of European-league caliber. We also created launch events for a new logo presentation, for the opening of PAOK’s boutique, and for the presentation of the club’s new football jersey. We even conceived of and designed original PAOK merchandize – like the season-ticket card, the football club’s bus, and t-shirts and hoodies for the casual clothing line.

We then planned a full campaign: online (Google Display Network and traditional display) and offline (radio and print). The use of Facebook as the main communications platform to reach a particularly difficult target market was a total innovation for the Greek digital landscape.

But the most exciting project of all was making the warm-up video for the team’s appearance at Toumba stadium, PAOK’s home ground. Its screening made the fans go wild, chanting the campaign slogan: “One heart, one voice!”

Data

Duration:12 days

16581505

Total Impressions
Delivered

6631

Total Fans Acquired
(new fans)

52.3%

SCR
(Conversion rate)

FANS RESTART

FANS RESTART

PLAYING THE FIELD