The Arizona NHL hockey franchise teamed up with agency 9thWonder for a brand refresh campaign led by a new logo and ‘Howl Yeah’ rallying cry to further build and reflect the excitement around the team’s post-season matchup against the Nashville Predators at the start of August.
The Arizona Cardinals – which were formed in 1971 as the Winnipeg Jets, moved to Phoenix in 1996 and then renamed the Coyotes in 2014 – briefed the agency to energise the brand with a campaign and to create a more edgy positioning and the new look was launched as the team returned to the playoffs for the first time in eight years.
The agency’s approach to the rebrand was based on the insight that sports are tribal and unify a diverse community of fans.
The new rallying cry ‘Howl Yeah’ was launched along with a new logo and images of determined-looking players on billboards throughout Arizona’s major cities, while the OOH work was accompanied by TVCs, banner ads, radio spots and online video.
There was also a roll out of a fresh range of animated banners, billboards and t-shirts, plus phone backgrounds and wallpaper.
Get that phone lookin’ fresh.#WallpaperWednesday | @BannerHealth pic.twitter.com/269Ji9BJIK
— Arizona Coyotes (@ArizonaCoyotes) July 29, 2020
Short online videos play up speed, scoring, fierce body checks, and fan exultation with cheering in the soundtrack and the voiceover: “We are the Coyotes. Laced up and battle ready. Can we play-make, regulate, dominate? Howl Yeah!”
Longer videos play on anticipation of ‘resilience, grit, and toughness that only grows in triple-digit heat. Yeah, it’s frickin’ hot. But being thirsty is something we’re used to.’
The 30 second spot intersperses a fan (a young boy playing street hockey in a cape) and close-up of snarling coyotes with the on-ice action.
A 75-second hype video, running on social media, tells the whole story.
“The Howl Yeah campaign is a rallying cry for our loyal and passionate fan base that will focus on the fun, excitement, and intensity of the Stanley Cup Playoffs,” said Xavier Gutierrez, president and CEO of the Coyotes. “We’re confident that this campaign will energise and unite our team, our community and our state.”
“The campaign introduces an edgy new attitude for the team,” added Jose Lozano, CEO of 9thWonder.
Comment:
The desert seems an unlikely home for an ice hockey team, yet the Coyotes have a particularly passionate following.
The Coyotes teamed up with agency 9thWonder’s Latin X practice after both organisation CEOS met at a Latin business event (both are second-generation Latino businessmen).
In recent months 9thWonder has been busy working in the sports space and its client base includes three soccer teams (including the Houston Dash which recently won the National Women’s Soccer League Challenge Cup, as well as the Houston Dynamo and LAFC (Los Angeles Football Club) men’s MLS sides.
Links:
Arizona Coyotes
https://www.youtube.com/user/phoenixcoyotes
https://www.facebook.com/ArizonaCoyotes
https://twitter.com/ArizonaCoyotes
https://www.instagram.com/arizonacoyotes/
9thWonder
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