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Taronja on fire

We turned something as Valencian as fire into the symbol of the Valencia Basket basketball team. We turned something as Valencian as fire into the symbol of the Valencia Basket basketball team. We turned something as Valencian as fire into the symbol of the Valencia Basket basketball team.

_Brief

Valencia Basket commissioned us to launch their season ticket campaign for the 2019-20 season. This was a season that was going to host more than 50 home matches between the men’s and women’s teams in the 4 competitions they were going to be involved in.

_Strategy

When a club has just won the Eurocup, come first in a European women’s competition for the first time in its history, ended up a semi-finalist in the top flight of women’s basketball, and you know that next year they’ll be playing more than 50 home matches between the Endesa League, Women’s League, Euroleague and Eurocup Women, it’s not just that they’re doing well… no, they’re on fire.

_Data

The Valencia Basket fanbase is completely established, with an annual growth in season tickets sold. In the last two seasons, they achieved the “technical full house”, which is the maximum number of season ticket holders allowed.

And the challenge for 2019-20 was to achieve this again despite a significant price rise

_Idea

“Taronja on fire” was the concept with which we launched the Valencia Basket season ticket campaign for the 2019-2020 season. A message to thrill the “taronja” family with the good times the club is living, using fire as a symbol of Valencian pride.

Instead of doing a spot, we decide to create a rap with the collaboration of artist LAYZBXY, and we produced a video clip with fire, lots of fire. For the graphics and outdoor pieces, we had players Anna Gómez and Sam Van Rossom as the stars, conveying that both men and women are very much “on fire” for the forthcoming season.

Finally, to add the “spark” to the campaign, we chose the Valencia Central Fire Station to present the campaign to the media and “taronja” fans.

_Results

Free seated season SOLD OUTen 24h

Valencia Area stadiumFULL

Video views+15.000

And, more importantly, the youngest fans (re)discovered their passion for basketball.