Campaign creative that elevates their visual style.
Purpose
To elevate Rangers’ visual style, campaign collateral and commemorative campaigns to befit the most successful club side in the world.
Background
Rangers is the most successful club in world football in terms of trophies won and is a powerhouse of football in terms of fans and its global reach.
Strategy / Thinking
We’ve worked with Rangers over several years, managing campaigns for season tickets, merchandise, kit launches, coaching academies and more. Our creative teams collaborated with Rangers to delve deep into their brand DNA and reweight their ‘Ready’ club motto as a consumer-focused, marketing rallying call. And by building on our creative styles and offering more consistent messaging, we’ve created a range of outputs that have transformed Rangers’ creative into a more contemporary and cohesive brand.
What we did
Over the past six seasons, we’ve encouraged season ticket renewals from a passionate fanbase as well as built the brand through the celebration of the appointment of manager, Steven Gerrard – and the subsequent upturn in the club’s recent fortunes with the iconic 55th title win.
As well as developing new creative concepts, we also delivered media planning/buying across all platforms, working to extend a moderate budget in the most cost-effective way. And at every stage of each campaign, we continually tested and measured results so the most effective message is always displayed.
Having the right message is one thing, but getting it in front of the right people at the right time is key too. That’s why we use not only use social, paid and owned assets but also geotargeted messaging, digital OOH and radio. Whether creating assets ourselves, or working with external agencies, we always plan with synergy of messaging and media in mind.
Results & Outcomes
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Engagement rate of 14.50% on social advertising.
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£0.13 average CPC across all digital channels.
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81% reduction in ratecard costs on outdoor advertising alone.
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Use of triggered remarketing rules across Scotland, the UK and USA.
Charlene Shore-Henderson Senior Marketing Manager, Rangers FCThe team at Dog have been an extension of our own and it’s this collaboration and our long-standing partnership that really sets them apart. No matter the challenge, they work tirelessly to ensure every goal has not only been met, but exceeded.