The Philadelphia 76ers has launched a season ticket campaign (which doubles as a brand revival initiative) by leveraging the city’s revolutionary history and tapping in to its roots as an underdog.
Philadelphians (and its teams) pride themselves on being part of a city with a rich, but rather unconventional history and this new campaign, ahead of the new NBA season, is ‘dripping in history and in sweat’.
The creative leverages the city’s history in taking on and beating the British Empire, while the background behind the campaign’s strategy is simple – in the last few years the mighty 76ers have been truly awful.
The team and its fans have suffered three consecutive losing seasons and last year dipped to a terrible record of 18 wins and 64 defeats.
So this campaign is not simply trying to boost season ticket sales and generate excitement around the 2015/16 season, but it also aims to reflect the team’s determination to rediscover its identity and usher in a new era and rally fans around the young team.
To do this, the team and its ad agency Mother have looked to the city’s rebellious roots and independent traditions.
Philadelphia is a self-styled place that is tough, passionate and believes in perseverance and creating its own path.
It claims to be the city off patriotism, of brotherhood and the cradle of the American Revolution.
All this is reflected in a new campaign fronted by an action-packed, 90-second spot.
The creative approach knits together shots of famous Philly landmarks, with historic former player footage, a glimpse of the team’s latest young talent and a focus on die-hard 76er fans.
The idea is that the team and the city are ‘revolutionary at heart’ and it is this that sits behind the campaign tagline ‘Since 1766’.
It also includes copy lines such as ‘Our history is making history and, just as we did then, we want it more’ and ‘Every fight has an underdog, and they can’t stop 20,478 of us’.
The ‘Since 1776’ campaign itself includes both 90- and 30-second television spots, 30 billboard executions, a crowd flag, plus digital and print adverts, ticket art and wall art.
Revolution is our name. #Since1776
https://t.co/j3LoR0c5d0
— Philadelphia 76ers (@Sixers) September 28, 2015
The wider campaign images feature young starter starlet Nerlens Noel, 2015 Draft pick Jahill Okafor and 76ers Wilt Chamberlain, Darryl Dawkins, Allen Iverson, Moses Malone, and Charles Barkley.
According to Mother strategist Bruno Frankel, the team new that working for such a historic team with such a dedicated fan base wouldn’t be without its challenges.
‘This team is not named after an animal or weather pattern – its name comes from the history of the city. It represents embracing a bold, new vision and committing to it,’ he explains.
‘Despite the fact that I’m super proud of the 90-second spot, the real thing that’s driving everything is the brand reinvention that lives on for the next decade. It’s a book that’s now landed in the hands of the players and staff,’ continues Frankel.
Other aspects of this revitalization push’ span from logo refresh, redesigned jerseys, a re-laid court, a new advanced training facility, fresh ticket art and the team’s very own content studio to maintain the new look and feel debuted in Mother’s TV commercial.
‘We see opportunity where others see challenges,’ adds Philadelphia 76ers CEO Scott O’Neil.
‘We embrace and enjoy the unconventional, and this campaign captures the spirit of what it means to be a Philadelphian and a Sixer fan.’
Comment
‘Tanking’ – is the phrase that US sports officials try to avoid at all costs.
But the structure of the major US leagues means that taking is an inevitable consequence of the salary cap and draft system for aging teams with high wage bills that are no longer successful.
Like the Chicago Cubs in this year’s Major League Baseball season, the 76ers are hoping that this season is when the tanking is over and the climb back to the top begins.
Launched in late September to coincide with the first day of NBA training camp, this campaign ushers in a new era at the club, promot6es its positioning, highlights the fresh approach, builds fresh anticipation ahead of the upcoming NBA season and, of course, aims to boost ticket purchasing (tickets go on sale 6 October).
The 76ers start pre-season games at home in the Center in Philadelphia on 8 October against the Cleveland Cavaliers and on 16 October against Washington.
Links
Since 1776 Campaign Website:
Philadelphia 76ers YouTube:
https://www.youtube.com/user/philadelphia76ers
Philadelphia 76ers Website:
http://www.nba.com/sixers/?tmd=1
Philadelphia 76ers Google+:
https://plus.google.com/+sixers
Philadelphia 76ers Twitter:
https://twitter.com/Sixers?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Mother Website:
