Case Study
The Scottish Football Association
- Concept born from Tartan Army
- Previously provided limited/basic information which was poorly presented
- Recognised need for local & relevant information presented in an engaging/fan-centric fashion
- Secured contract for Scottish FA World Cup Qualifying away matches (Italy, Belarus, Norway & Slovenia), Euro 2008 Qualifiers (Lithuania, Ukraine, Italy, Faroe Islands, France, Georgia) and World Cup 2010 Qualifiers.
- Anecdotal research:
97% of fans found at least one section useful
62% felt the map was most useful
80% said they would retain their cards
When I got the guide I felt like the Scottish FA were really looking after me. Brilliant idea.
The Rangers Football Club
- Rangers were impressed by the Scottish FA project & wanted to replicate this for their European fixtures.
- TTI were flexible enough to meet the club's needs and produced a two game card for the matches against Porto FC and Artmedia Bratislava in the Champions League.
- Club secured sponsor (T-Mobile), eliminating direct costs while enjoying positive goodwill.
- Sponsor engaged target audience and integrated into key fixtures
- Rangers Travel Club (6,000 members) controls tickets, official travel, accommodation and distributed guide to travelling fans.
Embraced by fans:
Got the booklet myself yesterday. Actually think it is quite a useful wee thing, especially the translation of "four beers please" into Slovak. Also liked the translation of "let's all do the bouncy," a wee touch of humour there.
Embraced by clubs:
Our sponsors jumped at the chance to be involved in an initiative that gives fans something of value whilst giving the sponsor a new way of reaching their target audience. It is a great deal all round for sponsors, fans and the club.
Embraced by sponsors:
The Travel Guide provided a unique, engaging and effective communications platform for T-Mobile to position itself as the Club's official mobile partner and demonstrating our empathy with supporters. It is definitely something we will consider again as part of our activation plans.