French football club Red Star FC continues its reputation for innovative, fan-first authenticity with the introduction of ‘Pass-Passe’ to ease entry into its Bauer stadium and enable supporters to show their allegiance to the team as well as their Covid-19 vaccine passport.
The ‘Pass-Passe’ is a simple solution to reduce waiting times at stadium turnstiles: it includes each fan’s official health pass QR code within one of a choice of three smartphone wallpaper designs – each inspired by club’s imagery: the club’s signature red star logo, an outline of the stadium design and the locally famous Z Building which stands beside the Paris side’s pitch.
Created by the club’s regular agency BETC Paris, this is a club-specific custom mobile phone background based around the official French vaccination QR code required by the state for fans to attend games in person.
Since the start of the 2021/2 season in late summer, it has been mandatory in France to show your vaccination status before being allowed to enter any location/buildings which holds more than 50 people (a law introduced in July 2021): including all sports stadiums and arenas. This requirement can lead to significantly slower access and longer queues at entry points. The ‘Pass-Passe’ enables Red Star supporters to rapidly show their pass with no delay not only at the stadium entrances, but also at restaurants, bars, cinemas and theatres across the country.
The ‘Pass-Passe’ was promoted through an integrated, digital-first campaign rolling out from 21 October with content deployed across the club’s online platforms, as well as through in-stadium and via a PR push. A ‘tutorial’ on the club’s Instagram account and YouTube channel details the explanatory mechanics of adding the custom club wallpaper.
The project was developed for the club by a team at French ad agency BETC which included Agency Managers Mathieu Laugier and Adrien Bletton, Chief Creative Officer Remi Babinet, Executive Creative Director Jerome Galinha, Creative Director Margot Helfter, Copywriter Charles Barraud, Art Director Aurore Michelin and Assistant Art Director Cassandre Siebert.
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This initiative from Red Star FC, arguably the oldest, hippest, most authentic community-based and politically engaged professional club in France, combines celebrating fandom through an easy-to-use tool that also offers a practical benefits.
The initiative continues the club’s heritage of innovation and experimentation and previous notable projects and campaigns include 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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