Case Studies / Fremantle Dockers 2012
Fremantle Dockers Football Club required a new campaign for their 2012 season, which would then provide messaging and content for a variety of brand elements.
After the success of the Fremantle Dockers’ rebranding in 2010/11, Block needed to conceptualise and execute a new season campaign that would call on supporters to actively engage with their team, despite the trials of the previous season.
The club required messaging that would encourage supporters to be at the live game, rather than seeing it elsewhere. In total, over 100 brand elements would need to be produced with the same strong messaging and lock. Block was required to roll out the campaign through executions that included a 30-second television commercial, press advertising, radio spots, web skins, match-day collateral, corporate sponsorship packs, ticketing, brochures and community promotions.
The 2012 season campaign tells punters “No One’s Stronger” and follows on from the previous season’s gritty purple textures and industrial-styled photography. Further extension of this message relies on reminding punters of all the little things that make up the experience of a game, while building on the club’s port city and underdog heritage.