Juventus

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Juventus Football Club

How do you create an authentic European soccer fan experience in a new country?

THE CHALLENGE



Juventus had never executed fan activations previously outside of Europe, then with the advent of the 1st ever International Champions Cup in 2017, they needed to create an all-important first impression for their fan base during their participation in US leg of this tournament, all while in the presence of more than 12 other Soccer Clubs & brands competing for the attention of the fans. To do so, they had to create an engaging and immersive experience that solidified their brand in the eyes of their consumers in a premium way. They also had to use the opportunity to acquire new club members and fans, collecting data for reengagement and loyalty initiatives now and in the future.

STRAGEGY & IMPLEMENTATION



We decided to make a big introductory announcement that the Juventus Football Club, the most successful team in the history of Italian soccer, had finally arrived in the U.S. by creating the campaign activation theme and hashtag #CiaoAmerica. #CiaoAmerica became a call to action for fans of soccer across the US leading up to the tour, during the competition and for months to follow.

To ingrain the attitude into the target’s DNA, as well as create a stronger brand link, we brought the tagline to life by taking over the Miami Dolphins Stadium & the New York Metlife Stadium. We curated a multi-touchpoint activation that appealed to all ages and fandom levels that also included several opportunities to collect fan data and share experiences across social media. By introducing a blend of activities, we were able to give a real welcome taste of what Italian soccer means to us and our fans on US soil. These activities included Virtual Reality Football Experience, Photo Kiosk Virtual Face Paint, Juventus Trophy Photo Opportunity, Player Legend Autographs and Mascot Meet and Greets.

WHY IT WORKED



By physically and virtually bringing all elements of Italian soccer culture to life, we were able to give a real taste of what it's like to have an authentic Juventus experience here on US soil - one that transcended borders, countries and cultures and appealed to families and people of all ages. With an activation footprint designed to maximize fan exposure and have as many people interact with as many elements as possible, it aided our ability to capture fan data to be repurposed at a later date via remarketing efforts for the brand. Lastly, cultivating a hashtag campaign and creating shareable photo content during the event, we were able to extend the activation beyond the onsite activation to our fans friends and followers unable to attend in person or back home in Italy.

Thank you to our friends and talented partners on this project at Rebel Ventures who designed the amazing campaign creative strategy and assets.

THE RESULTS



Through goal-oriented planning and strategic management of the multi-city activations, we exceeded client expectations. We surpassed KPI’s enabling us to collect a substantial amount of data and an increased number of attendees on event days;

1K+ pieces of social content shared, created and engaged by fans

Over 16K attendees at the 2 events

More than 1.2 Million Impressions

Over 1,500 new fan registrations