Redesign and national promo-campaign for Georgian Football Federation

1. Anton Chitana, Oleg Korshunov
@OZERO Collective
Presentations Portfolio
Recall Big Goal
Redesign and national promo-
campaign idea for Georgian
Football Federation
Project Report Presentation
for FWDBrands
September 2010
Moscow, Tbilisi

2. 1. WHAT IS FOOTBALL
2. WHO ARE YOU
3. WHAT DO WE OFFER

3. FOOTBALL IS...
SPECTACULOUS POWERPLAY
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4. FOOTBALL IS...
INDIVIDUAL MASTERSHIP
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5. FOOTBALL IS...
STRONG TEAM SPIRIT
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6. FOOTBALL IS...
HARD WORK OVER TIME
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7. FOOTBALL IS...
TAKING THE RESPONSIBILITY
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8. FOOTBALL IS...
SHARING FAILS
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9. FOOTBALL IS...
SHARING TRIUMPHS
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10. FOOTBALL IS...
THE FAVORITE GAME OF THE WORLD
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11. THAT’S ALL TRUE...
BUT WE BELIEVE THAT
FOOTBALL IS MUCH
MORE THAN A GAME

12. FOOTBALL NOW...
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13. FOOTBALL NOW...
IS ABOUT COMING UP WITH A STRONG IDEA
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14. CREATING AN ACTIVE COMMUNITY SHARING IT
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15. CREATING A WHOLE LIFESTYLE AROUND
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16. CREATING A WHOLE LIFESTYLE AROUND
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17. ABOUT INVOLVING PEOPLE INTO A FRUITFULL INTERACTION
Doodle for google: I LOVE FOOTBALL
– More than 50 000 participants
– More than 1 000 000 viewers
– Fabulous brand innovation – total brand
engagement!
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18. TO CHANGE WORLD FOR THE BETTER
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19. FOOTBALL IS A STRONG SOCIAL INSTITUTE NOW
STRONG IDEA
ACTIVE COMMUNITY
WHOLE LIFESTYLE
FRUITFUL INTERACTION
TO CHANGE WORLD FOR THE BETTER

20. FOOTBALL IS A STRONG SOCIAL INSTITUTE NOW
YOU’VE GOT
THE POWER!

21. 1. WHAT IS FOOTBALL
2. WHO ARE YOU
3. WHAT DO WE OFFER

22. GEORGIAN SCHOOL OF FOOTBALL: LEGACY

23. GEORGIAN SCHOOL OF FOOTBALL: PRESENT

24. WHAT’S GOING ON
NATIONAL TEAM
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25. WHAT’S GOING ON
NATIONAL CHAMPIONSHIP
Champions League 2010/2011
Europe League 2010/2011
Leaders 2009/2010
Current situation
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26. ATTENDANCE OF THE NATIONAL CHAMPIONSHIP IS REALLY LOW
SEEMS LIKE YOU ALONE CARE
ABOUT GEORGIAN FOOTBALL NOW
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27. BUT STILL NOT!
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28. AND THAT’S THE GOAL!!!
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29. 1. WHAT IS FOOTBALL
2. WHO ARE YOU
3. WHAT DO WE OFFER

30. BBRAND
LET’S START WITH THE VERY BEGINNING
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31. BBRAND
LET’S TAKE A LOOK AT YOUR LOGO(S)
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32. BBRAND
THERE ARE SEVERAL MISTAKES IN A WAY
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33. BBRAND
WE HAVE A SOLUTION
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34. BBRAND34
WE HAVE A SOLUTION
AND AN “UPDATED” VERSION OF SOLUTION
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35. 35

36. 36

37. 37

38. 38

39. 39

40. INNOVATION MAY BE?

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. BBRAND
YOU REMEMBER?
48
...IT’S NOT ABOUT A LOGO
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49. WHAT’S MISSING?

50. ... BECAUSE HOW MUCH ONE CAN
FEEL A FEDERATION?
FEELING STILL ISN’T HERE...
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51. YOU NEED A “DAUGHTER” BRAND
FOR MORE EMOTIONAL AND VIBRANT COMMUNICATION
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52. YOU NEED A “DAUGHTER” BRAND
FOR MORE EMOTIONAL AND VIBRANT COMMUNICATION
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53. Georgian
Football
CORPORATE
BRAND
CUSTOMER
BRAND
YOU NEED A “DAUGHTER” BRAND
FOR MORE EMOTIONAL AND VIBRANT COMMUNICATION
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54. HOW TO BUILD GEORGIAN FOOTBALL BRAND?

55. 1. LET’S DEFINE A STRONG IDEA FIRST...
New
Georgian
Football
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56. 2. CREATE A GOOD NAME AND AN INSPIRING SLOGAN...
New
Georgian
Football
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57. 3. MAKE OUR IDEA VISIBLE THROUGH GRAPHICS AND IMAGES...
New
Georgian
Football
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58. 4. FIND OUT MESSAGES WE WANT TO COMMUNICATE
AND APPLY THEM TO THE MEDIAS ACCORDING TO OUR STRATEGY...
New
Georgian
Football
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59. 5. AND START OUR BRAND COMMUNICATION...
New
Georgian
Football
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60. New
Georgian
Football
PRETTY EASY, BUT WILL THEY FEEL IT?
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61. WE CAN NOT PROVIDE THE VERIFICATION OF OUR IDEA
New
Georgian
Football
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62. New
Georgian
Football
LET’S BECOME MORE REALISTIC!
Revival
of Georgian
Football
OK, WE CAN SWITCH TO MORE FEELABLE AND HONEST IDEA
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63. WHAT ABOUT THE VERIFICATION?
LET’S GIVE POWER TO THE PEOPLE!
Revival
of Georgian
Football
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64. WE WILL INVOLVE EVERYBODY...
CITIZENS GOVERNMENT BUSINESS
Active participation in
initiatives, volunteering,
promotion – become a brand
ambassador
Organizational and
informational support
Large scale support – co-
branding, marketing programs,
sponsorship, etc. Unique
opportunity to participate in a
significant social initiative
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65. ... AND EVERYONE WILL FEEL IT!
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66. SO, HOW WILL IT FEEL LIKE?

67. Meet Gigi,
23 years old student from
Tbilisi
SO, HOW WILL IT FEEL LIKE?
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68. SO, HOW WILL IT FEEL LIKE?
HE WILL NOTICE SOMETHING IS GOING ON
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73. LET’S TALK PREMIUM FWDBrands
SO, HOW WILL IT FEEL LIKE?
HE WILL BE TOLD ABOUT THIS FREQUENTLY

76. SO, HOW WILL IT FEEL LIKE?
HE WILL DISCOVER LOTS OF PEOPLE ARE THERE ALREADY
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77. SO, HOW WILL IT FEEL LIKE?
HE WILL JUMP INTO IT
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80. SO, HOW WILL IT FEEL LIKE?
HE FEELS THAT’S A LIFESTYLE...
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85. SO, HOW WILL IT FEEL LIKE?
TO BE A PART OF SOMETHING REALLY IMPORTANT...
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89. SO, HOW WILL IT FEEL LIKE?
...AND ACTUALLY VERY EXCITING
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93. BIG GOAL!
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94. CAMPAIGN STRUCTURE
INVOLVE EXISTING
FANS
INVOLVE 2ND WAVE
VOLUNTEERING
INVOLVE BRANDS
BIG GOAL!
CREATE A BRAND
START COMMUNICATION
BIG EVENTS
INVOLVE EVERYBODY
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95. Thank you