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Sfc Kit Launch1920 Saynts02

Southampton FC

Saynts: The Kit Launch That Never Happened

BRIEF:

Generate fame for Southampton FC’s new 19/20 kit beyond the UK and sports media and create a campaign that drives record social engagement for the club

IDEA IN 7 SECONDS:

We needed to create cut through in the super competitive - and highly creative - world of football kit launches. Which we did by hijacking popular culture

We launched the new kit in a piece of content called SAYNTS: The Kit launch that never happened, a mockumentary of Netflix’s popular FYRE Festival documentary.

​PERSONAL:

Everyone had seen - and had an opinion about the FYRE festival documentary so this campaign felt very personal to a lot of people - regardless if they supported Saints

​SURPRISING:

A Premier League Football Club creating a mockumentary with starring roles from its manager and key players - doesn’t get more suprising than that

​EMOTIONAL:

Feel good, humorous content that tapped into a pop culture theme and led to loads of social sharing and media praise

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ATTENTION GAINED:

8m video views

357k+ hero video engagements

199% social media target

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