Direct Marketing 

Chubbsafes PFA Footballer Campaign

Over the last few years, professional footballers have experienced an increase in home burglaries. Gunnebo UK recognised this alarming trend and wanted to promote security awareness amongst professional footballers and their clubs. For this campaign, they decided to promote the Chubbsafes brand because of its higher brand recognition compared to the Gunnebo brand. Campaign objectives centred on improving brand awareness, improving sales and educating customers. 

Responsibilities

The project began by working with an external design agency on concept development. In this case, a typical footballer’s apartment showcasing their valuables formed the setting for the campaign. The next stage involved the mock up and photography of the apartment. This imagery was used then to create a ‘Security awareness pack’ that contained an introduction letter, A3 posters and DL mailer. Once printed, the pack was then sent to all the ‘Player Liaison Officers’ at English (Premier League and Championship) and Scottish Clubs.

Details

Each officer then informed their footballers about the campaign before providing them with a DL mailer. Supporting this was an advertising campaign in the PFA magazine called ‘The Players Club’. As expected, the adverts contained a trackable follow-up mechanism that ensured full measurability. 

Details

The campaign success was then measured through the number of sales leads, number of customers met, number of cross-sell/up-sell orders and advert awareness. Such positive results showed that the campaign had achieved its strategic objectives (brand awareness, sales and customer relationships).