Working with agency Dark Horses, late December saw Chelsea Football Club roll out a campaign promoting its London derby festive fixtures called ‘All Eyes On London’
The international work aims to drive awareness of and buzz around the games and to boost television audience for its two Christmas period capital city derbies: games against fierce rivals Tottenham and Arsenal.
The creative, which sees Chelsea and the Premier League seek to squeeze as many eyeballs out of its two London derbies during the festive season, features Chelsea legends, Willian Borges da Silva, Christian Pulisic and Jorge Luiz Frello Filho (Jorginho) and seeks to celebrating London’s multicultural heritage.
The hero film opens with a montage of shots from around the world – from Brazilian barbers to a US diner and the kitchen in an Indian restaurant – and its aims to show ‘everyone’ is watching, reading and talking about Chelsea’s derby games past and present and making jokes at the expense of its two rivals.
It also shows fans debating about Chelsea’s all-time great players in various languages.
The football stars intersect the narrative, as they also appear in various international locations: Willian getting his iconic hair cut, Jorginho has dinner with friends and Pulisic appears in the diner.
The closing twist is that when the stars leave these locations it is revealed that every scene is actually in London.
https://www.youtube.com/watch?v=dsyS9vJq5d4
https://www.youtube.com/watch?v=FksobkIFT2Y&feature=emb_title
The video spanned the club’s own Instagram TV, Facebook, YouTube and Twitter channels, as well as running on the 5th Stand app and website and also on the players’ own social channels.
The campaign was created for Chelsea Football Club by a team at agency Dark Horses which was led by Creatives Mat Joiner and Rory McCaskill.
The spots were directed by Tom Day Production through iNSIDER, the production company was Tex Travi, the editor was Kevin Palmer, with post production and sound design by Unit.
Comment:
The initiative is part of the ongoing Premier League club trend to boost global audiences and it is built on its ongoing ‘Pride of London’ positioning.
The film is the first in a series of brand films the club commissioned Dark Horse to produce.
Indeed, throughout the second half of the 2019/2020 football season, the agency has been tasked with responding to key cultural moments.
The 2018/19 Premiership season drew an average attendance of 38,484 people and with millions more watching on TV around the world – the Premier League draws in the highest global television audience – the league generates huge international revenues.
Indeed, media rights revenue from the 2016/2017 season reveal that the Premier League generated €249.5m in the Americas, €754.8m in EMEA and €548.2m – amounting a whopping €1.55bn.
With top clubs’ finances relying on international audiences and TV rights, a growing number of clubs are putting more emphasis on growing their international fan bases.
Links:
Chelsea FC
https://www.chelseafc.com/
https://twitter.com/chelseafc
https://www.facebook.com/chelseafc
https://www.instagram.com/chelseafc/
https://www.youtube.com/chelseafc
Dark Horses
https://www.darkhorses.com/
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