OF THE GAME
The 2011/12 season was the 125th anniversary of Arsenal FC – a club famous for it’s artistry and innovations both on and of the pitch. The initial brief was to celebrate this anniversary in their communications for membership.
Mirroring the innovations of the club, Arsenal fans are "Always Ahead of The Game", with access to some of the best benefits amongst Premiership fans. This bold, all encompassing statement was considered so strong that it now forms the basis of all club marketing communications.
In the first year, the messaging was stripped of all imagery and communicated with the fans in a bold and direct way. Imagery was introduced in the second year, but instead of the usual images of players & stadiums, we asked fans to share the benefits of being a member, and integrated these quotes into the creative. By the third year, we extended the 'Arsenal Family', by introducing celebrities such as Rizzle Kicks & Clive Anderson, as well as club legend Robert Pires, and asking them what it meant to be an Arsenal fan.
The result was a powerful and engaging campaign, that builds on the emotional connection of football fans and focused on bringing them closer to the club.
Over three years, waiting lists for membership were greater than ever before, setting a precedent that the rest of the Premier League sought to follow.