Nottingham Forest Football Club approached us to create a launch film for their season ticket campaign to maximise sales. The aim of the campaign was to increase season ticket renewals and purchases, along with an increased level of engagement with their fan base which had endured a period of uncertainty. The club looked to Fat Free to develop a creative approach that made viewers feel excited, proud and part of a community. The single biggest objective was to engage the fans in a feeling of togetherness and momentum leading into the next season.
We’d identified a saturated trend within sports marketing for slow, reflective video that focused heavily on the grandeur of the players and club. This gave us an opportunity to develop content with a strategically different and striking tone that was opposite to anything else being released.
Our creative and strategic plan was to activate a sense of pride through a sense of community, making the fans as integral to the club as the players are, reminding the viewer of their sense of identity within the club, and the importance of cementing that through a season ticket.
Our creative approach was to present the viewer with a question, “How do you measure the loving feeling at NFFC?”. This allowed us to be playful with the notion of sports statistics, letting us include some fan statistics into the landscape of the club. We engaged the fans by ensuring that they were the central theme of the narrative, rather than the players or manager. Combining this sentiment with a very primal, rousing musical underscore and hand-drawn, punk-like animated visuals, we showed that NFFC is authentic and approachable. Strategic use of eye contact from our narrator Arsher Ali added to the impact of the finished film.
The campaign was an enormous success for the club, in a time of uncertainty this video became a powerful brand and PR tool to unite the fans and club together. Through the impact of the video and the campaign, Forest achieved record sales, with over 20,000 season tickets sold .