Juventus FC: Stupendus
Advertising Campaign
______________________________________
Concept, Creative Direction, Copywriting, Video Direction and Creation by Ted Johnston
Concept, Creative Direction, Copywriting, Video Direction and Creation by Ted Johnston
With the popularity of professional soccer exploding in the United States, it was important to help advance the sport here at home by showcasing the best teams in the world. But the top UEFA Premier League soccer team from Italy had an all-too-common problem. Many Americans had no idea who they were.
In response to this, we created a simple social media and earned media-based ad campaign that solved two problems. It introduced the team to a new world of soccer fans in a way that captured the excitement of their incredible success, and it showed everyone how to pronounce their name.
And since the best way to capture new fans is to give them a world-class soccer experience in person, we utilized Juventus' established social media prowess to drive fan engagement, resulting in a spectacular word of mouth advance. Our campaign was featured on the Juventus Twitter account (8MM followers) and Facebook account (44MM fans) and directed world soccer fanatics to live pop-up events held at each stop of their American Invasion Tour as an enthusiastic welcome and introduction to the team. In person!
Our campaign helped Juventus FC’s worldwide popularity skyrocket from 56% to 79% in less than a year.
In response to this, we created a simple social media and earned media-based ad campaign that solved two problems. It introduced the team to a new world of soccer fans in a way that captured the excitement of their incredible success, and it showed everyone how to pronounce their name.
And since the best way to capture new fans is to give them a world-class soccer experience in person, we utilized Juventus' established social media prowess to drive fan engagement, resulting in a spectacular word of mouth advance. Our campaign was featured on the Juventus Twitter account (8MM followers) and Facebook account (44MM fans) and directed world soccer fanatics to live pop-up events held at each stop of their American Invasion Tour as an enthusiastic welcome and introduction to the team. In person!
Our campaign helped Juventus FC’s worldwide popularity skyrocket from 56% to 79% in less than a year.
________________________
Fan Hype Video
________________________
Case Study and Results
________________________