March 2021 saw Paris Saint-Germain (PSG) launch a season ticket campaign for the 2022/23 season targeting Parisian fans by honouring the supporter voices which resonate around the Parc des Princes and make PSG shine.
Titled ‘Les Voix du Parc / The Voices Of the Parc’, the 2022/23 season ticket campaign celebrated the return of fans to the club’s stadium following the easing of pandemic restrictions and championed supporter voices – from cheering and singing, to rumours and conversations – as being a key reason why the club’s Parc des Princes stadium is known as one of the best in the world.
The campaign, which rolled out in March and ran through May, was created and executed in harness with agency Lafourmi. Seeking to unite fans around the PSG experience, the campaign sought to offer a fresh vision of PSG for a new generation: one with strong codes and values and a commitment to the future.
It was structured in two phases: the first wave was focused on current season ticket holder renewals and a second wave on selling new season tickets – particularly to younger fans.
The campaign spanned print, online and video and was built around the copy line ‘Speak True, Speak Football, Speak Paris. This Is Paris.’ and all executions seek to drive viewers online to the web purchasing platform.
The initial creative was a set of print ads featuring a broad, diverse mix of PSG fans from different generations and ethnicities all united through their matchday clothing and shared values and pictured in and around the Parc des Princes.
This was followed by a hero film, shot in and around the Parc des Princes, features a diverse group of fans sharing their PSG and Parc experiences mixed with vintage images from the club’s history and seeks to reflect the authentic, raw voice of the club’s supporters.
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"Offrez-vous une tribune pour vous faire entendre !"
▶ https://t.co/Qh6jsshlhl pic.twitter.com/6rFVckgSsx
— Paris Saint-Germain (@PSG_inside) March 3, 2022
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