Launched on 25 August, La Liga club Real Sociedad de Fútbol welcomed back its fans to the stadium after months of playing behind-closed-doors with an emotional campaign called ‘Entradas / Tickets’.
The digital initiative, created in harness with advertising agency Dimensión, seeks to connect emotionally and blends nostalgia and contemporary action to explore the feeling that supporters have when they have a ticket to watch Real Sociedad.
The online video, amplified across the club’s digital and social platforms, passionately reviews the history of the club by highlighting the tickets to crucial, famous match and remembering old times when fans stood in the stadium at key, special club moments such as the team’s promotion to the first division and its move to the Reale Arena.
As the hero 90-second spot states: “We had been waiting for this moment for more than a year. And many tickets prepared to celebrate it. Because there is nothing like going back to the field.”
After more than a year of fans being unable to watch their team in person due to the pandemic enforced ban on fans in stadiums, life in Spain and in Spanish football is gradually returning to something closer than normality and this campaign sees the club reconnect with its fans through the atmosphere and adrenaline rush of being in the stands in person and being able to share the triumphs and defeats for real.
The campaign launch coincided with the return of fans to the stadium after almost a year of being forced to watch La Real only on screen due to Covid-19.
It was on 22 August that the Reale Arena finally reopened its doors at the start of la Liga’s new season for a 20% capacity crowd with plans for the San Sebastián based team to return to a 100% fan-filled stadium in the near future.
The campaign was created for Real Sociedad SAD’s Andoni Iraola and Luis Arconada by a team at agency Dimension which included Account Manager Álvaro Olavarria, Audiovisual Producer Natxo Escobar and Editor Laura Rodríguez Bauza with sound handled by Mediavox.
Comment:
This campaign from Dimensión followed on a from a previous 2016 initiative which saw Real Sociedad and the agency collaborate for a campaign called “I don’t have a second team ” which drove shirts sales and sought to recover team pride under the hashtag #YoNoTengoSegundoEquipo.
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