The Problem:

Celtic FC’s objective was full retention on season tickets for the 2022-23 season. Many fans have been faithful season ticket holders for generations. Our job was to inspire these supporters in a meaningful and authentic way.

The MindField Thinking:

The arrival of new manager Ange Postecoglou saw the club win the league title and reconnect with their fans. His open, charismatic leadership won hearts and minds from day one. Even allowing cameras to film his first training session. A great communicator, Postecoglou declared he wanted to make Celtic fans “feel good… and that’s something special.”Our concept channelled Postecoglou’s football philosophy into a unifying call to arms. It’s not only about winning, it’s about how you win that sets you apart.

The Answer:

“WE. NEVER. STOP.” Come On Fuel The Noise

Working with Celtic’s marketing team, our creative execution centred around this direct quote, caught on mic, from Postecoglou’s first training session: “WE. NEVER. STOP.” It brings together both the footballing philosophy of the team and mind-set of the fans. Celtic Park is world-famous for its atmosphere. Our ‘COME ON FUEL THE NOISE’  call to action was amplified by the Oasis cover of Slade’s ‘Come On Feel the Noise’ across Social, Digital, Radio, in-store, in-stadium and OOH. The result? Full retention on renewals long before the deadline and a campaign that reached a global audience on Sky Sports.