The 2018/19 season saw the media and content team use technology to innovate in the kit launch.
Following the announcement of the club’s unique technical kit partnership with Fanatics, a global leader in performance sport garments and premium menswear brand LUKE 1977, the club challenged Isobar to create an immersive ecommerce experience to launch the new kit.
They developed a brand-new digital platform to launch the kit.
A microsite was created, which was accessible via a QR Code in the shape of the club’s iconic crest. This was the only place that fans were able to view the brand-new kit in the lead-up to it being on sale.
The development of this new online experience helped to guide fans through the design process and illuminate the characters behind the strip.
This site took storytelling to the next level. Completely shoppable and interactive, the site allowed fans to take a 360 degree look at the new kit, as well as walk through the key elements of the shirt.
The campaign generated a 750% sales increase, outperforming the previous five seasons. Traffic increased year on year by 58% and resulted in 95% positive sentiment across social media. Over 50k users spent more than four minutes on the digital platform.
In order to further highlight the launch, posters for the site were put up throughout Birmingham city centre.
The guerrilla marketing approach was supplemented by a more traditional campaign on billboards and social media, ensuring fans were reached across platforms.
As well as the digital innovation behind the launch, the introduction of LUKE 1977, with its Aston Villa-supporting owner, Luke Roper, at the helm offered real storytelling power.
That was highlighted in a YouTube-led interview where he discussed his support.
This local feel – as well as the global reach of the technology platform that was introduced – gave the team a really strong narrative.
Paul Brown 