POWERLEAGUE:

RETRACING OLD STEPS

Working alongside a creative partner, we received a brief from Powerleague, with the objective of launching Walking Football to Powerleague centres across the UK.

As the target audience was a much more senior group (55-74), it was a tough task as many had not played football for 20,30, maybe even 40+ years.

However, what we do know is that this is an audience that know football, better than most, so we decided to tap into that. Rather than present it as a new sport, it was more about revisiting something they know all too well, about ‘Retracing Old Steps’.

We also realised, with an ever rising retirement age - especially within London - it might make sense to focus on areas outside of the capital.

In order to build affinity between the brand and customer, we’d speak to them at local games on the weekend and make them aware of Powerleague offering walking football in their closest centre, whilst offering a momento to leave with, reminiscent of old Panini Stickers, whilst providing information on how to sign up on the back of these ‘stickers’.

As well as that, we’d place copy-heavy posters at locations with longer linger times - train stations, general practices, bus stops, to help further build a connection between Powerleague and the audience, helping them reminisce on the good old days, whilst inviting them to feel those emotions again - this time at a Powerleague near them.