Was it audacious to expect a team like The Clippers to truly represent Los Angeles? HEILBrice is proud to have partnered with The Los Angeles Clippers for 14 seasons. We developed a new campaign for every season and executed everything against the campaign, from tickets to television.
And let’s be perfectly honest here–some of those seasons were bad.
But no matter what the team on the floor was like, our job was to fill seats in Staples Center. And we did just that. Even if at times we had to rely on promoting what competitors were coming to town, our retail understanding and tactical flexibility helped fill the arena 42 times per season.
But then two things happened. Their names were Blake Griffin and Chris Paul. When buzz and the on-court performance improved, expectations did too. That’s when we launched “REPRESENT” – a more confident platform that reflected the team’s hard working, all-in attitude and the real possibility of a deep run into the playoffs.
REPRESENT was a totally integrated effort.
Some of the most important touch points were inside Staples Center itself. We had long complained that with its Lakers purple seats and Lakers championship banners hanging from the ceiling, it felt like the Clippers were just borrowing the venue for their games.
Clippers marketing agreed to allow us to change that. We created a custom series of banners that made it feel like a Clippers house, it allowed us to cover up those pesky championship banners with 100′ tall pictures of Clipper Players.
CONNECTING ON AN EMOTIONAL LEVEL
For too long and for good reason, Clippers advertising had been about pricing and the opponents because putting a winning team on the court had been problematic. Finally, there was a new foundation in place that gave the team, management and fans confidence that The Clippers could contend. REPRESENT was designed to finally communicate pride, belonging and excitement; to connect for the first time in a long time on an emotional level with fans old and new.
And of course, to increase demand and consumption.
OUR WORK FOR THE CLIPPERS
- Totally Integrated Marketing Communication Services
- Account Planning and Research
- Complete Creative Development for Print and Collateral, including brand refresh, logo update, photo shoot and corporate identity package
- Social Media and Email Marketing
- Promotional Development and Execution
HERE'S WHAT HAPPENED
We set season ticket sales records and helped the team to a string of 142 sellouts. But something we're really proud of isn't really a marketing metric. The Clippers players, who typically didn't pay much attention to marketing, saw our campaign and asked that the manifesto be painted on the wall in the locker room of the Practice Facility. That made us proud to REPRESENT.