MELBOURNE UNITED
END OF FINANCIAL YEAR
DIGITAL MARKETING CAMPAIGN
the brief
Having finished the NBL26 season being pipped by the Perth Wildcats in the Play-In series, Melbourne United needed a final sales push for the year.
With a decent amount of stock left over, the club had noted that there were a few players they needed to highlight for the campaign, wanting certain players and their round specific jerseys to take centre stage.
Furthermore, as the season had ended a few months ago and fans had begun to look elsewhere for sporting interests, the campaign needed to have a fresh look and feel to it, in order to regain eyes to the club.
The
PROBLEM
Having gone through two entire seasons of designing Melbourne United marketing campaigns, it was getting quite difficult to reinvent the wheel visually.
Having created so many different forms of content really made it hard to understand how a new form of emphasis could be created for this sale.
From a product perspective, fans know everything about all of these and have had multiple reasons to purchase through the season already, so why would they want to purchase now?
DESIGN
INTENT
Given that the End Of Financial Year sales period is one of the key 3-4 opportunities every year, I knew I wanted to really scream the sale loud and somehow incorporate the individual players.
As I could abbreviate the sale name, this gave me some interesting headroom for layouts. The club's primary typeface is quite narrow, so I could potentially have the players interact with the sale name and create emphasis.
The
INSIGHT
The club said they had specific player products that they needed to clear, why not make those exact players wearing their specific sale Jerseys the focal point?
Creating more of an elevate design, integrating them with the abbreviated headline would allow for me to create a really cool 3D effect between the players and headline.
THE OUTCOME
The campaign launch was a huge hit with fans, delivering an 80% increase of sales week on week, clearing out units in the hundreds. The assets performed incredibly well, with strong click rates on the EDM correlating to a great amount of orders made.
What I really took from the outcome of this was that there’s a multitude of ways to create new and interesting layouts that can all be directed by your brief. I hit the wall several times trying to figure out a path forward on this campaign, but it really allowed me to think laterally and find a new solution to create what I think is one of the best aesthetic designs I’ve created for Melbourne United.
Web Banner
Mobile Banner
Mobile Menu Tile
EDM