When someone's marketing captures my attention, I often ask myself, 'Why?"
While the A’s are 20+ years removed from their last World Series
rings, these posters gave me the impression that this is a team that plays
hard and plays to win. This is no bunch of lollygaggers (intentional “Bull Durham” reference).
Green Collar Baseball plays off the obvious blue collar allusion
and reinforced the idea of a team that shows up and works hard every day.
I’m sure it was no accident that there was both an offensive
and defensive poster. Together they gave me the feeling that the A’s are both dangerous
on the bases and stalwart defenders.
The shots and captions made it personal. I want to root for these two guys. I’ll be checking in to see how many bases Coco Crisp steals and see what Kurt Suzuki’s stats are.
The shots and captions made it personal. I want to root for these two guys. I’ll be checking in to see how many bases Coco Crisp steals and see what Kurt Suzuki’s stats are.
But it was the copy's humor that initially drew me in (the fun is
further developed in a series of online videos about the team and the players).
Hub Strategy is the San Francisco agency that produced these. Their brand building strategy
is three-fold: develop a specific and
competitive position, produce ‘embraceable’ creative, and have consistency across platforms.
The result
according to Hub Strategy?
“Messaging
that is strategically sound, difficult to ignore and consistent everywhere the
consumer is likely to come in contact with it. That's our secret. Now, whatever
you do, don't tell anyone.”
Oops. Guess
I thought I was “pulling a fast one” too.
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