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Austria’s second tier club Admira Wacker has set itself the goal of increasing the club’s ties to partners in the region. A special campaign, individually tailored to the customer, in the run-up to the last two home games in 2024 underscores this objective and is already bearing fruit.
Special offer for small and medium-sized companies
Admiras sales team led by Nick Gühne initiated the pilot campaign for the ADMIRAL 2. Liga top match between league leaders FC Admira Wacker and second-placed SV Guntamatic Ried. The main objective of this and other campaigns is to establish a connection between Admira and small and medium-sized companies in the Mödling area, and to offer them a customized daily offer. This includes a presence on the LED board and VIP tickets for the Datenpol Business Club. The aim is not only to raise regional awareness of Admira’s B2B product range, but also to gain insights into how companies react to such an offer.
160 atmospheric videos sent in a resource-efficient way via personalized email
For the kick-off campaign, Admira drew on a database of 160 regional companies that had not previously been partners of the club. Each of the 160 contacts received a personalized email that included not only the daily offer but also an authentic, 3D-animated video of the LED board. Admira created the videos using StadiumADS, a stadium and jersey marketing tool developed in Austria. This allowed each of the 160 perimeter board advertisements to be individually designed in a short period of time, and each company to be offered a realistic representation of how their advertising message would appear on live TV and in the stadium.
New contacts made, deals closed – campaign continues
Many of the companies were impressed by the personalized and digital approach. This was confirmed by a high response rate from customers, which makes it possible to develop new qualified leads with pinpoint accuracy from now on. In addition, the “Südstädter” were able to immediately attract the first partner, the Lower Austrian company Küchenparadies, which in turn was able to present itself with attractive live TV advertising time during the top game at primetime on ORF Sport+.
The last home game of the fall season on November 23, 2024 against FC Liefering offers the opportunity to apply the successful concept again. Based on the insights gained from the first campaign, a slight adjustment of the offer is planned to obtain further feedback and to optimize the conversion rate. The goal is to spread the positive response even more widely and deepen the enthusiasm of companies for Admira Wacker.
Niklas Belihart, managing director of FC Admira Wacker, is pleased with the first campaign run: “With StadiumADS, we were able to offer companies a unique approach that not only looks great but is also individually tailored to each customer. This kind of personal approach has not only helped us to make new contacts, but also to sustainably position our brand in the region.”
Harald Altmann, Managing Director of Küchenparadies: “Admira caught our attention with its personalized approach. The difference to the classic cold calling mailings that we constantly receive was crucial: The video they sent really helped us to visualize how our Küchenparadies would be perceived on TV and on the perimeter boards in the stadium. On the match day itself, we not only benefited from the reach of our LED perimeter boards on ORF Sport+ and Laola, but were also able to use the network in the Datenpol Business Club for our company.”
