Campaign Objectives:

• To encourage football supporters to take out Club Saver accounts with their football clubs
• To generate positive coverage for the Club Saver accounts in consumer and football related media read by football fans
• To obtain national newspaper coverage in the personal finance sections was to be considered as a bonus

• A straight product release for personal finance writers on the nationals - highlighting Norwich & Peterborough’s relationship with football
• Focused on the difference the savers accounts could make for the clubs with the sports writers on the regionals, the official and unofficial club websites
• Leveraged the clubs - writing quotes of each of the 20 club managers to reinforce the message that this is a collaboration between Norwich & Peterborough and the football clubs
• Conducted research of football fans using bespoke surveys that were created in house and hosted on third party message boards and sites to encourage football fan responses
• Releases issued for consumer news were branded ‘backyourclub’, a website created to host all the club savings accounts rather than pegging the stories to a financial institution to encourage coverage

Result:

• 83 pieces of coverage in national and regional press, but more importantly 59 pieces of coverage on football websites, bespoke to each club with an account, so in effect coverage being read by fans that are likely to take out affinity savings accounts. An AVE of over £64,000.
• Norwich and Peterborough is becoming synonymous with supporting football clubs with affinity savings accounts