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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