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Southampton FC - Season Tickets

Inclusive messaging for personalised, data driven, targeted sales

The focus of this campaign was to retain Southampton Football Club’s loyal Season Ticket holders. It also needed to engage with the fans who attend sporadic games, communicating what they could experience by becoming a Season Ticket holder.

As the global political climate shifts, seemingly to divide us, many are reacting by drawing together. Advertising trends reflect this, using inclusive messaging to draw emotive connections between people.

Capturing this social mood, we utilised data from Two Circles, to develop an intelligent data personalisation campaign under the concept of ‘We are the Saints’. This broad reaching campaign is inclusive to all, but also features carefully targeted sub straplines and imagery, which are entirely personal to different supporter demographics.

In short, each piece of design not only reminds fans of their kinship in the Saints community, but it also celebrates what makes them unique. It creates a real affinity between the club and the diversity of Saints fans, bonded through matchday.

From moodboards and messaging to direct mail, social media and online adverts, we delivered an inspiring, original, fully-integrated campaign, which captured the imagination of Saints fans. Our direct marketing went out to 21,000 people, with a wider impression across Saints’ 7.8 million social media users and 1.2m website visitors.

The front cover of the direct mail leaflets produced as part of the Southampton FC season ticket holder campaign for 2017/18 - 'We are the Saints'
Direct mail leaflets with imagery and text tailored to the recipient as part of the Southampton FC season ticket holder campaign for 2017/18 - 'We are the Saints'
Direct mail leaflets with imagery and text tailored to the recipient as part of the Southampton FC season ticket holder campaign for 2017/18 - 'We are the Saints'
Direct mail leaflets with imagery and text tailored to the recipient as part of the Southampton FC season ticket holder campaign for 2017/18 - 'We are the Saints'

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