As the main sponsor of Feyenoord football club, you've got a huge fan-base at your disposal. This brings great opportunities, of course, but how do you catch the fans' attention? To win their hearts, you need to come up with something special.
Real fans want to spread their love for a club as far as possible. So along with the ASR insurance company, we decided to give supporters a free rein on the ad boards lining the pitch. Fans could send their support slogans to asr.nl, and the best 32 slogans were displayed during home games. A winning formula for any fan!
It quickly became clear that the new idea had caught on. The campaign generated massive traffic to asr.nl and was widely discussed in the media. But the most important gauge of success was the fan-base itself – and the fans voted ASR their favourite Feyenoord sponsor. In short: a top score!