The relaunch of the Romanian handball brand

The re-launch of the Romanian Handball Brand

The Most Popular Sports in Romaniaplay, watch or read about – source: SNA 2014 (urban, 15+)

Handball*All population: 27% Men: 38%Women: 18%

*play, watch or read about – source: SNA 2014 (urban, 15+)

7 time world champions

HandballAll population: 27% Men: 38%Women: 18%

Only 3-5% active

CSU NeptunRomania - CE 2014

No targeting, no insight, no relevancy, no strategy

Old-ish, low quality, un-cool, un-appealing

No story telling

Aprox. 0 euro

Marketing budget

Step 1:sanitation

Step 2:strategy

OUR DREAMTo make Romanians proud with Romanian Handball

DEDICATED FANATICSHandball = religion

FANSHandball = hobby

SPORT PASSIONATESHandball = one of the many options

THE OUTSIDERSHandball = a curiosity

Segmentation

Step 3:execution

7 TIMES WORLD CHAMPIONS

ROMÂNIA IS HANDBALL

FRH HOLDS HANDBALL IN ITS HANDS AND IT GIVES THE DEVELOPMENT DIRECTION

THE FIRST TIME EVER

WITH

LOGO & SLOGAN

DOUBLE MEANING:

HANDBALL AT HIGH ATTITUDE (CARPAȚI MOUNTAINS)

HIGH QUALITY HANDBALL

INTERNET, OUTDOOR & POSTER CAMPAIGN TARGETING THE DEDICATED FANATICS

INTERNET & RADIO CAMPAIGN TARGETING THE HANDBALL FANS & THE SPORT PASSIONATES

MASTER CLASS WITH

TOMAS RYDE

FOR THE ROMANIAN

JOURNALISTS & BLOGGERS

MASTER CLASS WITH

TOMAS RYDE

FOR

THE ROMANIAN

SPORTS

HIGH-SCHOOL TEACHERS

WoM, Internet, PR CAMPAIGN TARGETING

THE STUDENTS COMMUNITY

YOUNG REPORTERS FRH

Live first hand the sports journalist experience!

WoM & internet campaign

targeting the amateur

handball community

WoM & internet & poster

campaign targeting

the business community

Mainstream campaign

heavy PR

KIDS T-Shirt

FINDINGS

THERE IS NO SUCH THING AS “THE TARGET”

Government

B2B COMMUNITYMainstream public

Media

Local Authorities

FRH Employees

Influencers

Dedicated fanatics …

Clear

Objectives

- To bring spectators at the Romania – Suedia game

- To inject trust / self confidence in the young Romanian players

- To make business people talk about handball

- To make the sponsors employees proud that they support handball

- To connect with the volunteers and make them feel they take part in

something major

- To make students aware that handball is still alive

- ……….

More than a simple sport event

Handball Tournament

Young Reporters FRH

Master-class with Journalists

Master-class with Sports Teachers

Sports Marketing Conference

Amateurs Handball Game

A FLAGSHIP STAR

Focus on the local community

Continuity in comunication

Sports mean more than professional sports

A red line that unites everything we do

BRAND PURPOSE

Strong executional elements