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BC Lions
With no star quarterback, failing to qualify for the Grey Cup, the return of the NHL and flat season ticket orders, the 2006 season was shaping up to be a challenge for the BC Lions football team.
Research found that the team’s core fans were mainly blue collar, suburban men 25-45 who considered football a primal experience that allowed guys to be guys. These men were in sharp contrast to the metrosexual influence that had become almost the norm. In fact, that phenomenon elicited a strong backlash from this target.
So Rethink went back to basics with a campaign that lampooned all things metro. TV spots parodied men on the verge of becoming metrosexual. In one, a man perusing the scented candle aisle was suddenly hit in the head with a football followed by the primal cry: “You need some football!” In print, the same strategy was used, but this time to question the manliness of competing teams and their fans – so, for example, the “official body glitter” of the Edmonton Eskimos. Newspaper and transit shelter ads coincided with particular games throughout the season. The campaign ran from May to the end of October.
So far so good. At press time, corporate sponsorships were up 30% from 2005.
Television
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