ENGAGING GEN Z FOOTBALL FANS BY GIVING ASTON VILLA'S 1982 EUROPEAN ANNIVERSARY A NEW GAMIFIED LOOK
THE CHALLENGE
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.
Villa wanted to create a social media campaign that was relevant to its younger fan base and incentivised them to engage directly with the club allowing them to better understand this target audience for future marketing. But the challenge was steep... how do you make younger fans care about something they’ve been “force-told” by their parents and grandparents for years. Hence, 'We Even Conquered Europe' was born.
THE STRATEGY
We crafted an Instagram Lens and TikTok campaign to engage Gen-Z football fans with a vibrant, game-inspired take on the 1980s – a time they only hear about from older generations. We created 18 unique cards using 3D texturing and illustration, giving a modern twist to iconic moments from the era.
The campaign featured an interactive filter where users spun a wheel of cards above their head. Landing on the Golden Card, representing Aston Villa’s 1982 European Cup Final triumph, gave users chance to win two Villa Park season tickets for 2022/23.
Our design and technical teams collaborated to create this unique Instagram filter with 18 different card designs. A simple smile allowed users to flip the card and reveal its details. The filter was programmed to randomize the cards during each use. Successful users received on-screen instructions to enter the competition.
THE RESULTS
The Instagram Filter proved a hit with Villa's younger demographic, as thousands participated in attempting to win a season ticket through the filter. Elsewhere, our revamped edits of the famous 1982 European Cup run soared across the club's TikTok and Instagram channels.
Filter Opens
7,000+
Over 7,000 Villa fans who directly interacted with the IG Reels
Video Views
800,000
That's a lot of Gen-Z eyeballs!
Engagement Rate
8.7%
A solid figure considering we brought 1980's content into modern platforms.
OUR TROPHY CABINET
