SIGNAL IDUNA PARK
Activation of naming rights at the Dortmund Stadium
Strategy & consulting
In 2005, the insurance group SIGNAL IDUNA secured the naming rights for the Dortmund stadium. Given the discontent that changing the name would bring for many traditional-conscious BVB fans, we set aside sales-oriented activation measures for SIGNAL IDUNA at the start of the partnership. Instead, we developed a long-term three-phase concept for cautious activation of the naming rights, separated into the phases “introduction”, “establishment” and “development”.
During the last 15 years, we have created high attention and a wider acceptance of SIGNAL IDUNA in the BVB fan scene with several activation measures.
Be it the large-scale campaign "Wir sind deutscher Meister" when Dortmund won the league in 2011, the highly emotional movie for the stadium’s 40th birthday in 2014, the long-term out-of-home raffles "SIP on tour" and "Heimspieltor" or the maintanance of the offical web and social media channels.
Concept & creation
Particularly in the Introduction and Establishment phases, we entrenched the SIGNAL IDUNA PARK brand using our own black and yellow branding and the creation of fan-based activation measures, and contributed to the acceptance of SIGNAL IDUNA as a sponsor of the BVB fan base.
Implementation & reporting
Many of the campaigns and competitions remain a firm part of communicating the naming rights at SIGNAL IDUNA PARK which we as a leading agency control and implement in a uniform way. It is of course essential for our customer that this is echoed in the fan scene. As a football-loving agency based in Dortmund, we are something of a seismograph for SIGNAL IDUNA when it comes to the interests and demands of BVB supporters.