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B.C. LIONS FOOTBALL

The target was current and lapsed ticket buyers, aged 25 to 45. They were overwhelmingly male, and tended to come from blue-collar backgrounds. They were still Lions fans - but watched the games on TV or listened to them on radio. Many were less than impressed with the indoor game experience at B.C. Place, even though Lions management had taken several steps to improve the experience at the cavernous stadium. Rethink's insight was simple. They couldn't guarantee the team's performance, but they could guarantee that fans would have fun at the game. A multi-media campaign sent the message that if you're truly passionate about football, "You belong in the stands." Rethink created two TV spots that could be tagged with upcoming game details, three radio spots as well as print and outdoor work that will run all season.

Television


TV-Ceiling Fan

Radio

Radio-Priest	Radio-Locked Door
Radio-Boardroom

Print

Print-Family Portrait

Print-Messy Room