Aston Villa appointed AND THE NEW after a competitive pitch process to bring to life a campaign aimed at the club's Gen Z supporter base ahead of its 40th anniversary of their famous European Cup win in 1982.
The club wanted to create a campaign that was relevant to its younger fan base and incentivised them to engage directly - allowing for Villa to better understand this target audience for future marketing. Hence, 'We Even Conquered Europe' was born.
After conducting an audience insight analysis of Aston Villa and wider football supporter behaviour of 13-18 year olds, the creative direction centred around an filter for publication on the Official Aston Villa Instagram account.
Its aim was to engage its Gen Z fans through provoking feeling of 'collectable' style cards, inspired by gaming titles such as EA Sports' FIFA and Fornite. We created 18 bespoke cards with a combination of 3D texturing and illustration, giving players and anecdotes from the time a bespoke, modern look - from the iconic Aston Villa kits to the stars of the team.
Upon use of the filter, users would spin a rotating wheel containing the cards above their head. Those who landed on the iconic golden card, the iconic white jersey from Aston Villa's 1982 European Cup Final triumph, could then upload their screen recording to a portal for the chance to win two Villa Park season tickets for 2022/23.
SEE IT IN
Our kick-ass design and technical teams merged to create a highly unique Instagram filter made up of 18 different card designs.
Using a mix of 3D texturing and illustration treatments, we created visually stunning assets that Villa fans could admire and interact with - a simple smile allowing them to flip the card and reveal the detail of the card.
The filter structure was built to randomise throughout user experiences, with the golden card that unlocked entry into the season ticket competition programmed to appear rarer in comparison.
If successful, users received their instructions on screen to submit via the competition entry portal. .
That's Villa fans who had a go with the lens.
The number of Villans who hit record and tried to land on the golden ticket.
Fans who posted across social media or DM'd their network.
The pool of entrants, of which one will win 2022/23 season tickets.
That's a lot of Gen Z eyeballs! 👀
A solid figure, considering we brought 1980's content into modern platforms
A WORLD FIRST AUGMENTED REALITY CAMPAIGN
TIK TOK AND INSTAGRAM REELS
A CONTENT STRATEGY TO DRIVE TRAFFIC
Running parallel to the Instagram filter, we created unique Tik Tok and Instagram Reels using archive 1982 club footage and blended it with modern day treatments.
Be it turning the football into a fireball, inserting FIFA style power bars above players' heads or creating a Mario Kart inspired sequence, these elements struck a chord with Villa's next generation of fan.