Spacious property in the heart of St. Pauli with a huge lawn, two private ballrooms, several balconies, hundreds of rooms, countless bathrooms and artistically decorated walls. Fully furnished. With space for a family of 29,546. This is how the advertisement on Germany’s largest classifieds portal read.
The image campaign with which the Hamburg football club commissioned the creative agency PIA NORDPOL+, a subsidiary of PIA Media, started in September with the aim of attracting as many members as possible to the first cooperative in professional football.
A property like a football stadium is too oversized for one person or even a family; for this reason, shares in the stadium are up for sale. In this way, fans become co-owners. This also means that they will be given voting rights and will be able to have a say in upcoming decisions in the future. The purchase of shares is still possible until midnight today.
The aim of the campaign: to generate enough capital so that the cooperative can buy the stadium and rent it to FC St. Pauli. In this way, the association wants to break away from banks, large corporations and private investors. Away from football commercialism towards a football culture in which the money does not flow into the club from private patrons, but from real fans who identify with the club. Because: another financing is possible!
Kleinanzeigen offered the perfect platform to reach new comrades with a wink and attention-grabbing as an alternative to a large-scale campaign, because nowhere else do people look around for potential new property as much as here.
Martin Drust, Managing Director Marketing, FC St. Pauli about the cooperation with PIA NORDPOL+: “We have been working together well and trustingly for years, and this was also the case with this groundbreaking project.”
Ben Knuppertz, Creative Director NORDPOL+, about the idea for this campaign: “A simple idea that, in keeping with the theme, proves that you can creatively set highlights that are not only well thought out, but also effective, even without fat advertising budgets.”
FC St. Pauli is a long-standing customer that PIA Nordpol+ has been supporting creatively and strategically for 25 years across many seasonal campaigns as well as brand communication.
