(WORK) (THE CITY I CALL HOME)
The City I Call Home
SEE FULL DECK
THE BRIEF
Manchester City Football Club is the most dominant soccer team in recent years, however its stardom and popularity remains concentrated in the UK. In the United States, love for soccer is growing fast. Man City wishes to be the most loved and the undisputed no. 1 soccer team in the United States.
METHOD- Brand Audit
- Primary and Secondary Research
- Audience Identification
- Strategic Positioning
- Go-to-Market Strategy
SOLUTIONA new campaign strategy for the football club to enter the US market was created. The strategy informed a marketing platform consisting of campaign messaging and applications, and two on the ground activations to pull in relevant audiences.
AUDIENCE INSIGHTSIf — 19 is the average age a supporter chooses their team
Then — Generation Z is the primary target age range
If — an avid fan will never change which team they support
Then — casual football fans, who are wntering the sport and don’t yet have a chosen team are the primary target cohort.
If — fans enjoy fans and they like being around those who bring them into the fold
Then — social individuals are the primary target psychographic
INTERVIEW FINDINGS“I love my team but I don’t know if my team loves me back.”
How do you create a space of love and belonging for casual football fans that shows them that Man City is a team that will support them back?
How do you create a space of familiarity for those in physically and emotionally unfamiliar spaces?
STRATEGIC POSITIONINGTo create a feeling of home for those in unfamiliar space, through entertainment and immersion.
WHY IS MAN CITY RIGHTLY POSED TO CARRY OUT THIS STRATEGY?The football club was started at St. Mark’s church in Manchester, as an alternative space for those falling into gang culture and unemployment. Man City FC created a new space called Home.
THE BIG IDEAThe City I Call Home
01 The City I Call Home Campaign
02 Build Your City
03 Know Your City
TEAM Dan Baron, Hyunna Yoo, Zerlina Tara Lim
ADVISORSAndrew Miller & Andrea Sullivan
CLIENTManchester City Football Club, Citigroup