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
ATTENTION GAINED:
8m video views
357k+ hero video engagements
199% social media target
