THE HUNT IS ON
In 2017 KOJO’s focus for Richmond’s membership campaign had been on how to attract a new market, to reduce the impact of a poor 2016. The campaign had strong results hitting all targets and assisting to create a new membership record. The Tigers approached KOJO with a challenging brief following their breakout premiership in 2018, with a very different problem. How to capitalise on their success to become the first Australian sporting club to climb through the 90k member mark.
After breaking a 37-year drought it would be easy for supporters to think the job was done, celebrate and not come back with the same level of engagement in 2018. Our approach was to tap into the desire to be part of something bigger, to remind supporters that there was more to do and they had a key role to join the biggest tiger army ever.
Through discussions with the Richmond team, we knew that the campaign needed to align with the Strong & Bold brand positioning and to make supporters feel connected with the team and home ground. We reviewed what had made the Tigers so successful in 2017; relentless pressure, tackling in packs and never say die attitude.
- Client Richmond Football Club
Execution
Our creative team landed on the idea of a David Attenborough inspired piece with our core message ‘The Hunt is On’.
The message immediately connected with the Tigers playing style, and the way they hunted in packs. It also had an energy and immediacy to get members fired up to join the Tiger Army. Used in conjunction with an explicit 90k membership target it also made them part of the hunt, helping to chase their friends and family who they thought should join, tagging them on social channels.
The campaign was used across online platforms and social channels in the lead up to the 2018 season.
Results
Nearing the official close of membership numbers the Tigers have over 98,000 members, exceeding their ambitious target
Hero piece post had 215k reach on Facebook, 66k video views and 6.5k reactions, comments & shares
Significant word of mouth and specific tagging sharing to friends and family saw a large spike in membership applications post campaign launch
Positive sentiment reaction by members, supporters and even opposition fans