For its last match of the French National League season, Red Star FC transformed its final batch of tickets into iconic objects from the famous Saint-Ouen Flea Market (which is situated close to its stadium) and then held a unique fan treasure hunt.
The initiative, titled ‘Flea Tickets / Les Billets A Chiner’, was conceived in collaboration with the BETC Paris agency and aimed to reaffirm the club’s attachment to its locality
For Red Star’s last match of the 2022/23 season against St-Brieuc, held at its home Stade Bauer on 26 May at 9pm, the club teamed up with the Dauphine, Vernaison, Biron and Paul Bert Serpette markets of the ‘Puces of Saint-Ouen’: which form the world’s largest art and antiques market, covers more than seven hectares and attracts more than five million visitors per year.
The joint initiative saw Red Star crate 14 unusual objects and hide them on the stalls of various market exhibitors: each ‘free of charge’ object was effectively a pair of tickets to the last home match of the season.
From Saturday 20 May (six days ahead of the match), fans were encouraged to embark on a treasure hunt search for club-linked objects which included a painting, a silver tray, a vinyl record, an engraved glass, figurines, a plate, an audio cassette, a cushion, a piece of street-art, a retro jersey, an old postcard, a book, as well as a signed photo and even an actual ticket.
The items were teased via a social media campaign led by an anchor video backed by local PR.
Each found item will admit two successful treasure hunters to the last game for free. Anyone finding one of the objects simply needs to contact Red Star and send a photo of the object on one of its social networks (Instagram, Twitter, Facebook) or email news@redstar.fr to receive their two tickets.
“The Red Star FC is a major and iconic player in the city of Saint-Ouen,” commented Flea Market Association President Medhy Allaouchiche. “The Flea Market association is delighted to have been able to join forces with the club with the red star club for this creative and original operation, which reflects the values of the city of Saint-Ouen, those of the flea market and of Red Star. We hope that this operation will facilitate a strong and lasting relationship between our entities.”
Red Star FC President Patrice Haddad added: “We have always wanted to promote our region, and this desire is concretely materialised through this type of action. Today the Red Star is definitely anchored in the 93, with the renovation of the Bauer Stadium and our training centre. Organising this event with the Puces of Saint-Ouen, one of the symbols of the city, is a source of pride. It is also a different way of offering tickets with this fun treasure hunt, for a match that is in very high demand.”
The initiative was briefed in by a client team at Red Star FC consisting of Brand Managers Patrice Haddad, David Bellion and Paul Ducassou.
The campaign was conceived and created by a team at creative agency BETC Paris which included Managers Mathieu Laugier and Adrien Bletton, Chief Creative Officers Remi Babinet and Stephane Xiberras, Executive Creative Director Jerome Galinha, Art Director Matthieu Hamon and Copywriter Guillaume Denis. Production was also handled by a group at BETC Paris led by Director Erwan Emonnet and Photographer Nour Aucomte.
Comment
Few professional teams are as genuinely embedded in and committed to their local community as Red Star FC and this campaigns continues to bring to life this community commitment as did previous initiatives such as Cov id vaccine related 2021 ‘Pass-Passe’ initiative, January 2021’s ‘Stadium Filled’ game day immersive audio experience and 2019’s ‘Our Shirt, Our Neighbourhood’ Google Street View kit launch.
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