Huddersfield Town AFC and AdSmart

Huddersfield Town AFC – A clear goal in mind

Background

When you’re not in the top tier of English football, selling out season tickets isn’t an easy thing to do – so how to reach out to a new audience in an engaging and relevant way?

Huddersfield Town were running at around 11,000 season ticket holders for the 15/16 season but wanted to kick-off a campaign to raise numbers. As part of multi-channel campaign in the area, AdSmart was added to their marketing mix for the first time.

Objectives

Traditional TV would give them a specific TV region that would have been too broad and too expensive for them. AdSmart greatly improves on this with specific county, council and postcode areas to target by – but rather than a set regional geographic area, just over half a million households within 60 minutes’ drive of the football club were targeted.

This created an appropriate target area for the specific needs of the business – rather than having to rely on predefined locations. The club was also able to overlay specific demographic targeting making sure the TV ad was only seen by relevant family and household types.

Top Line Results

Bringing in a local creative agency, Huddersfield were able to deliver a really strong and passionate TV creative – something not possible via its other ad mediums.

As a result of the campaign a record 15,083 season tickets for 2016/17 were sold – an increase of 37% on the previous season.

Client Quote

“The Sky Adsmart Campaign was key to helping us achieve our season ticket sales target and the feedback we got from fans (about seeing HTFC on TV) was great.”

Jonathan Wilkinson – Marketing Co-Ordinator at Huddersfield Town FC

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