Faith makes you blessed
Soccer Freiburghaus und Partner launches a new religion for the Young Boys in Bern.
most important phrase in Bern, which Gielen and Modis also use without
Understanding early English. The Bernese fans believe in their football club,
even if the Young Boys are currently languishing in midfield and are not ready for the
next match against FC Thun on December 2 as the favorite
be traded. But with their new Stade de
Suisse Wankdorf Bern is the most beautiful stadium in this country.
One hundred days after the opening of their new home venue, the
BSC Young Boys is now launching a communication offensive. The aim of the
integrated campaign in all media is to increase the
Spectator numbers. YB has always been a club with cult potential -
Founded in 1898, numerous major sporting successes line its palmarés.
The new stadium will further increase this potential, believes
the agency Freiburghaus und Partner in Berne. It wants to use a
creative Ola wave to expand the circle of YB supporters once again.
The aim is to attract new visitor segments with committed football and high
seating comfort.
On behalf of BSC Young Boys and the stadium operator, the
Freiburghaus und Partner's creative team developed the communication concept for this
"Faith in YB" was developed. With various subjects in print, radio, TV
and electronic media are being used to promote the team "in
good times and bad". Not only the hard
The core of the fans should become a credible part of the big YB family.
be
The marketing crusade has - the end literally justifies the means -
even nailed the YB pennant to the cross for this idea. Of course
the agency is hoping for a little uproar for this sin. In the
Protestant city, however, the media purgatory is not hot
have become. However, the last match on November 26 and the win against
St. Gallen actually had around 3000 women among the 12000 spectators
been seen.
The Young Boys and their advertisers have done this with a first Ladies
Night into the stadium. For a special price of 20 francs
the women could sit where they wanted and "get the
Let your head be turned". Before the game, there was a warm-up round for the
ladies with a second free Prosecco and members of the
Women's team as star guests at the "Cüplen". Whoever is lucky with a gift
The winner of the first round was allowed to compete against Miss Switzerland on the sacred turf.
penalty shoot-out. The best shooter was able to score two
Tickets for Robbie Williams and his long sold-out concert on
August 23 at the Stade de Suisse
win. Further events planned by the stadium operator and
Freiburghaus still has various surprises in store. In front of the door is a
Christmas campaign to promote the new annual pass. The campaign is intended to
will also be used next year. In addition to new subjects
even more emphasis on viral marketing measures.
Double support
Independently of the Freiburghaus und Partner campaign, the
Bern communications agency Republica around the new stadium the
order for two TV commercials. These advertise the mall with 35
stores and the Coop Megastore as a shopping experience. In the
The YB players and the man dressed as a referee are waiting for the
singer Kuno Lauener waited in vain for the Grasshoppers to enter, as
rather go to the Wankdorf Center than to the game against YB.
to compete. In a second spot, the SC Langnau Tigers skate in
their almost empty ice rink arena because all the spectators were following their players.
to the nearby Wankdorf for shopping. At least here the
Prayer of the YB fans is useful - even if only for the operators for the time being
of the stores in the stadium and not yet for the
Club.
Andreas Panzeri
