Isobar and Aston Villa FC developed a new, immersive digital platform specifically to launch the club’s 2018-19 season kits.
The platform was created to support Aston Villa’s innovative three-way kit partnership for the season: one which saw the club work with local fan designer LUKE 1977 and manufacturer Fanatics. To promote and drive purchasing of the new kits, Isobar built a shoppable, immersive online experience showcased the new kit, explored its key features, the design process and the key individuals behind the new season kit.
Territory: UK
Agency: Isobar
Objectives
Following its decision to end its partnership with supplier Under Armour two years into a five-year contract signed in 2016, Aston Villa’s 2018-19 playing kits and merchandise were designed by LUKE 1977 (a Birmingham based fashion label set up by Villa fan Luke Roper) and produced by Fanatics (a global sports performance garment manufacturer).
New kit partners: We’re proud to announce that @LukeRoper and Fanatics are #PartOfThePride
#AVFC #LukeSport pic.twitter.com/YCpNDmXzQC— Aston Villa (@AVFCOfficial) April 23, 2018
“Villa is proud to pioneer an exciting new tripartite technical kit partnership. Traditional routes often leave the club lacking an element of creative input, we wanted to take back control of the look and feel of the strip for our fans. We believe this partnership will further allow us to engage with the fans to a much greater extent than previously experienced with manufacturing partners,” added Aston Villa Chief Commercial Officer Luke Organ.
“The deal with LUKE 1977 and Fanatics represents a true partnership. All parties work collaboratively to deliver the very best product for our fans. Extending our prosperous relationship with Fanatics can only benefit the Villa faithful and working with LUKE 1977, headed by lifelong Villa fan Luke Roper, is indicative of our commitment to the Aston Villa fanbase. As a club we are determined to lead the industry in every way that benefits our fans. We continually innovate off the field, providing the very best fan experience we can,” added Organ
This unusual three-way technical kit partnership meant there was a bigger shirt sales role for the club’s own ecommerce platform (as shirt sales were not driven/supported by one of the more usual sportswear behemoth suppliers who come with their own advanced sales channels).
So the club challenged global digital marketing agency and ecommerce service provider Isobar to create an immersive ecommerce experience to launch their new kit for the 2018 season: one that would reflect the club’s ‘commitment to innovation’ by using technology to innovate on and off the pitch (and which would support Fanatics own multi-channel retail capability).
Essentially it set out to support the shirt launch through the ‘promotion to production to point-of-sale’ process.
Activation
Isobar’s solution was to develop a new digital platform and an immersive experience to launch the new kit.
The initiative’s opening phase saw Isobar build a microsite, accessible only via a QR Code which literally came in the shape of the club’s iconic crest and this was the only place fans were able to view the new kits until they arrived in the club shop at 11am on July 9th.
The online experience set out to guide fans through the kit’s design process and illuminate the key characters behind the strip’s creation process.
The site showcased the home jersey which featured the logo of principal front of shirt partner 32Red in the club’s traditional claret colour and which included nods to its past in the form of former chairman, director and Football League founder William McGregor on the back collar and a cuff with 12 stripes to signify its status as a founding members of the Football League.
The site explained LUKE 1977’s Creative Director Luke Roper’s design inspiration: “As part of the pride and a lifelong Villa supporter, it is a huge honour to be asked to bring my 20 years of design experience to the creation of the new kits. I have worked closely in collaboration with both Aston Villa and Fanatics, which demonstrates a fresh approach to design and a commitment to give more back to the supporters. Every time a Villa fan sees the kits, they will know that one of their own has been a part of the design process.”
This interactive, shoppable platform, allowed fans to take a 360 degree tour around the new kit while they were walked through the key elements of the shirt, was promoted through online video amplified across the club and the design brand’s platforms.
The online shirt sales channel was further supported by new kit video promotional content from July 2019.
Outcome / Results
Isobar and Villa state that the campaign generated a 750 per cent sales increase – outperforming the previous five seasons’ sales statistics.
Traffic to the new site (compared to the previous one) also increased year-on-year by 58 per cent and resulted in 95 per cent positive sentiment across social media.
More than 50,000 fans spent more than four minutes on the digital platform.
