The Challenge (Professional Footballers’ Association): Explain the mission to members and other stakeholders in advance of vital negotiations and possible industrial action
The underlying business issue: How to communicate the breadth and importance of the service provided to professional soccer players, an audience not famed for its attention span?
The Project: Following face-to-face research with target audience members, it became clear that the original concept of a 15-20 minute video would not communicate effectively. A two-tier approach was called for. A low-budget and simple-to-change DVD contained a dramatic 1-minute commercial with striking photographs and compelling captions, backed by evocative music. For those interested in knowing more, a 12-minute corporate video was included on the disk. For the first time, the Association had managed to express its entire offer within an accessible and entertaining time span. It played an important part in securing a beneficial broadcasting rights settlement and widening understanding of the offer.
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