Southampton FC

Founded 1885

Background

Since the Premier League’s inception in 1992, Southampton have competed in 20 of the 27 seasons completed to date, accumulating close to 1,000 points. The principle honour of the club, formed in 1885, is being the FA Cup holders in 1976 but, since first winning promotion to the old Division One in 1966, they have spent just two stints, amounting to 11 seasons, out of the top-flight. Their longest absence being the spell in the Championship and League 1 between 2005 and 2013.

Objectives

Create awareness for Saints retail product range for gifting/presents at Christmas. Deliver return on investment and incremental new customers..

Campaign Targeting

Southampton FC targeted 74k homes in Winchester, Test Valley, New Forest, Eastleigh and Southampton. They selected non-elderly households within those target areas.

Client Quote

“Loved working with the AdSmart team, they made every aspect of the campaign really easy and seamless. Amazing to be able to match response (sales) data post campaign to gain valuable insight into our investment in TV. Overall we had great feedback from visibility of Saints brand on TV, definite halo benefit plus 53% of customers who purchased as result of being exposed to TV campaigns were new to Saints retail shop!”

The Marketing Team

Results

1,182 unique household purchases

674% ROI

53% new customer acquisition

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