Finalist 2019: Racing Club – “Tu lugar en el mundo”

Objective and Context:

With the goal of selling season tickets for the whole stadium, Racing Club launched a campaign to attract new season ticket holders to increase the club’s income and to make the season tickets the second-highest income, after membership fees.
In Argentina, people can choose whether to see their team from the stands (by acquiring a seat for a year) or from the terraces (which are standing room only).
The club worked hard to create a change in the spectators’ experience. The aim of the “Your place in the world” campaign was for supporters to have their own space and feel proud of it.

Creative Process:

The campaign had a clear goal, to reach the hearts of fans through two videos that aimed directly to their sense of belonging (“Have your season ticket in your place in the world”). The two pieces were created by the advertising agent Damian Kepel and directed by Flavio Nardini. From the
beginning of the creative process, an analogy was sought between an everyday situation that would bring pride, belonging, and be comparable to the joy of watching a Racing match in its stadium.

The spots were also sought to be part of a complete 360° and cross-platform campaign. It is also complemented with digital pieces that would make each new subscriber part of the campaign, with each new member receiving a symbolic deed.

Publication and Distribution:

It is an innovative campaign, comprising pieces of high-quality content, through which the goals were achieved. In this way, Racing Club solidified itself as a club with a creative imprint in its campaigns.

Tell us, in two or three lines, why your campaign deserves the Samba Awards 2019. The campaign was launched with two organic promotional spots and boosted by the club, influencers (who are also Racing supporters) and players of the first team on social media. That is how we quickly reached the media (graphic, digital and print) in Argentina.

A week later, we started advertising in the two main Argentine sport digital media publications by showing the possibility of purchasing a season ticket with only one click. In addition, all the ticket holders were sent a symbolic digital deed signed by the “civil-law notary” Diego Milito.
A large number of supporters could then share this document on their social media since the generated piece would directly evoke the sense of belonging.

Effect:

Argentina is going through one of the biggest economic crises in recent memory, where entertainment is one of the most adversely affected industries. In this context, while most clubs had their number of season ticket holders decreasing, Racing registered an increase. As of 5th May 2019, Racing Club had a record of 15,600 season tickets sold (5800 more than in 2018) and 75,500 members. Racing Club’s income was €1,500,000 in terms of season tickets.

The advertising spots can be found here: https://www.racingclub.com.ar/samba

Hashtag: #TuLugarEnElMundo
Video views: TOTAL: +269,1K (YouTube + Facebook + Instagram + Twitter + Digital advertising)
Twitter: 69,6K
Facebook: 56.1K
Instagram: 31,5K

YouTube: 12,3K
Digital Advertising: 99,6K
Reach and engagement

Twitter impressions: 297.948 / Interactions: 14.361
Facebook reproductions: 32.011 / people reached: 131.626 / Comments: 113 / Likes: 1170

Instagram reach: 106.623 / Comments: 185
YouTube impressions: 46.800 / Comments: 20 / Likes: 208
Views:
Twitter: 69,6K
Facebook: 56.1K
Instagram: 31,5K
YouTube: 12,3K
Digital Advertising: 99,6K

It is an innovative campaign, comprising pieces of high-quality content, through which the goals were achieved. In this way, Racing Club solidified itself as a club with a creative imprint in its campaigns.

Links:

https://www.facebook.com/watch/?v=1195027183984881
https://www.facebook.com/watch/?v=2139832119665614
https://www.instagram.com/p/BrYjTAWHVRs/?igshid=1uocspyfuezls
https://www.instagram.com/p/Brd0ldKHwDB/?igshid=jkc389gbuglz
https://twitter.com/RacingClub/status/1074030300685049862?s=20
https://twitter.com/RacingClub/status/1074441624611143680?s=20
https://www.youtube.com/watch?v=EJY7Ie3bgp4
https://www.youtube.com/watch?v=xxxRKverlm8