Brand identity for SV Biemenhorst – The Ashes Unforgotten
SV Biemenhorst 1926 e.V.
Sector
Target group
Feedback
"Dear Adston team, on behalf of the entire SV Biemenhorst club, I would like to thank you for your excellent work. Your passion, professionalism and creativity have raised our profile and helped us to reach our target groups effectively. We were particularly impressed by your ability to implement our vision so precisely. [...] Thank you for your extraordinary support. We look forward to continuing to work with you."
"Adston independently planned and executed a social media and OOH campaign for us. We were impressed by their creativity and innovation. They helped us maximise our reach while staying true to our roots and values. Adston took our social media and communications to a new level. Thank you for the great work!"
The challenge
Our Approach
We have created something special for SV Biemenhorst to celebrate the end of a great season. We have created a brand identity with the core theme: The Ashes Unforgotten.
Biemenhorst is best known for its small cinder pitch, which was used as the main pitch for many years. Even professional players like Simon Terodde are familiar with this pitch from personal experience. However, a modern artificial turf pitch is now used, and the cinder pitch will make way for additional functional buildings and car parks. The new brand identity is intended to preserve the club's traditions and origins. At the same time, it will serve as a foundation for future communication.
SVB is one of the largest sports clubs in Bocholt (Germany) and the second most successful men's football club. However, it lacked a communicative presence to convey its successful work to the outside world and inspire others. With the end of a successful season and the prospect of promotion, this is set to change.
Development of the strategy
Once the club's managers and we had agreed on the brand identity, we decided to design a strictly limited, brand-related special jersey, as well as a high-quality gift box and several large-scale posters. We also developed a content strategy for media outreach and designed additional merchandise.
Defining the Brand
With the help of our Champ and IQC creative processes, we developed and prepared the brand identity visually and in terms of content. This resulted in a new communicative direction: The Ashes Unforgotten.
Jerseys and gift boxes!
Ashes on our jersey! Under this motto, we designed a special jersey to pay tribute to the Ashes pitch. These jerseys were presented to the team in matching gift boxes at the final training session, each box personalised with the player's photo and shirt number.
Shout it out!
Thanks to our carefully chosen billboards and content strategy, we achieved maximum attention.
During the campaign period, we generated 268,000 media contacts in the run-up to the end of the season.
We relied on a combination of social media and OoH advertising to reach our entire target audience of football fans aged 18–65+.
User Experience
The team and fans immediately identified with the new brand and wore the new jerseys with pride. Alongside the great football match, the jerseys and the new slogan ''The Ashes Unforgotten'' were the predominant themes. The crowning moment came on the final matchday, when the team secured their place in the Oberliga — exept this time, it wasn't our doing.
Result
Our campaign has achieved extraordinary success:
- Spectator numbers: Over 200% more spectators attended the season finale, despite the Schützenfest also taking place.
- Merchandising: Special jerseys and posters sold out within 10 minutes. There were over 450 repeat orders for the jersey.
- Media reach: The campaign achieved 268,000 media contacts during the campaign period.
- Digital presence: The club gained significantly more followers and its social media content reached a broad target group.
- Emotional connection: The team and fans immediately identified with the new brand. The special jersey and the slogan ''The Ashes Unforgotten'' were the talk of the town.
- Promotion: The last game of the season was an emotional highlight and ended with promotion to the Oberliga.
Services
- Brand strategy
- Brand ID
- Social templates
- Packaging design
- Product design