FC Goa represents Goa, the only state to declare football as its official sport. ISL has registered the highest average stadium attendance for any football league in Asia.
The Challenge
We were given the challenge to design the 360 degree marketing campaign for the Goa franchise of the Indian Super League
My Role
Visual Design | Campaign planning |
Art Direction | Content Writing
Background Study
For Goa, football is a part of their culture. Goa is known for its Beach flavours, Football fans, Enjoyment and Friendship. The fun-loving, football-crazy Goa will be a perfect destination for Indian football’s greatest party.
- Pew Research, 2019
Brand Values
The team personifies Goa – united, focused and resolute, with only one goal on their mind - to win. FCG thrives on the sentiment of one dream, one team.
Campaign Objectives
The final end objective was to increase fan base and sell tickets for all the matches.
Fan Engagement:
To build fan loyalty for the entire season of FC Goa and foster the community around FC Goa. To encourage fans to enhance their support to the club as well as players.
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Brand:
Impact with a powerful messaging strategy. Further establish the brand FC Goa and what it represents. Position FC Goa as a force to be reckoned with.
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Promotion:
Leading upto the season launch to get the fans to support FC Goa.
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Matchday:
To drive sale of tickets and merchandise for FC Goa.
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Campaign Touchpoints
OUTDOOR
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Hoardings across Goa featuring the FC Goa campaign to drive recall.
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ON-GROUND
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Retail outlets of Next Retail and Planet M
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Pubs & Restaurants in Goa
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Fan Zone at Baga Beach
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Standees at Goa pubs to spur fan association
RADIO
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Primarily in Goa, Mumbai, Delhi, Bangalore and Hyderabad
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Spots featuring FC Goa campaign to drive buzz and recall for the team.
TELEVISION
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FC Goa official channel to showcase the official FC Goa video.
IN-STADIA
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Seats
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Signages
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Concourse
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DIGITAL
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Social Media
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Website
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Publications in Goa
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FC Goa Magazine
Brainstorm and Ideation
These include initial illustration styles that I had tried for the campaign.
Final Campaign
The final visual language had the following elements:
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Hoardings
Newspaper Ads
Stadium Creatives
These creatives included Signages, Fanzone, Flags, Standees, Pathway Creatives, Windows, Stand Branding, Gates, Dropdowns etc.
Response of fans
All matches were housefull and we received a great support from fans. They responded with great enthusiasm and in big numbers.
This project was done during my tenure at Skarma. I would like to thank the entire team at Skarma and FC Goa for making this campaign a huge success.