This project consisted of proposing a new idea for the Granada FC season tickets campaign for 2021/2022, which has subsequently been rejected. However, this advertising campaign has been approached in a slightly different way, both conceptually and aesthetically. Conceptually because it has been thought that what brings strength, determination and value to a great team is both the members themselves and their community of fans. And this is especially true in circumstances like the ones we live in today when each one of us might lack a little motivation.
We believe that a community of fans, especially in difficult times, has the ability to motivate a team to keep going and fighting despite the difficulties. Also, it is well-known that united we will always be stronger. But such a strong union between a team and a community of fans as the Granada team achieved, is special. Because it takes a lot of trust, admiration and, of course, love. Love on the part of the fans for the team, but this time also vice versa. Consequently, the idea of this campaign is based on revealing to people how much the team admires its fans. In this way, it is hoped that the public will feel appreciated and remarked because this way we can show them once again that they have not made a mistake in believing in Granada. That is why it is the team that affirms itself to its public as fans of it.
The promotional posters present the Granada fan community through a composition that can almost be associated with a game of Tetris, where each piece ends up complementing the others until they form a figure similar to a heart. Metaphorically, these two compositional visual games allude to that special union mentioned above, whose basis is based on love and admiration.
In terms of aesthetics, it has been wanted to go for a slightly more daring and different graphic, which could bring freshness and dynamism to the team’s image. Therefore, our graphics are based on a minimalist, clean, but above all modern and contemporary aesthetic.
All these aesthetic concepts are also applied in the case of season tickets, whose design is even simpler, but bold enough to attract the attention of future season ticket holders.
For the landing page, it has been wanted to make the user experience of the future subscribers, as effective as possible. Therefore, in addition to following the graphic line of the rest of the campaign, the first step in creating the landing page was to clearly state the message that is transmitted throughout the campaign, as well as the product that is being promoted. In this sense, it has been adopted a clear and intuitive structure, highlighting relevant content to persuade the user and providing easy-to-find call-to-action buttons so that the purchase of season tickets can be made without any confusion.
Everything outlined previously is also viable for social media posts and can be captured in different ways.
To give the campaign a more interesting touch, a Golden Ticket contest has been implemented as a BTL campaign. A contest that will work similarly to the one found in the Charlie and the Chocolate Factory movie where certain lucky 5 customers will find a Golden Ticket with their season ticket purchase. This is not only the customer’s entry ticket for an exclusive meet and greets with the team, but also allows them to collect a free T-shirt of the new line that is being created.
The promotional campaign video consists of a series of several interviews in which the fans are spoken to directly in order to gain insight into their deep connection to the Granada football team. The video clips, photos, interviews and music all work together to create a dramatic and emotive experience for the viewer, allowing them to relate to the story being told while encouraging them to buy a season ticket and continue feeling part of the GCF community.