The Grenoble Hockey team “Les Brûleurs de Loups” (“the Wolf Burners”) has a new advertising campaign, and it is a campaign with a difference. The big sign that caught our attention at the Grenoble Ice rink had the distinctive look of a vintage movie poster – nothing at all like a typical sports promotion.
Intrigued, Harding Marketing investigated.
We contacted Monsieur David Bertuzzi, the team’s communications manager. He explained that the Brûleurs’ new management group wanted to reframe the team’s advertising, and the new campaign is part of its strategy to depart from traditional sports promos. For the last two years, the group has worked to define the team’s core values: RESPECT, HUMILITY, PERFORMANCE. Along the way, it discovered that these were also the core values associated with families – especially in the 1920s.
So, how did that evolve into a vintage movie theme?
“For a sports team, a sports-related campaign would be ’old news’,” M. Bertuzzi says. Along with taking a fresh approach to promoting the team, he adds, the Brûleurs’ ‘20s cinema-style poster also delivers the message that seeing a hockey game is a leisure activity – like going to see a movie.
Plus, it shows that hockey players are easygoing, open-minded people who are happy to dress up to create a special, fun ad.
Even the poster’s tagline — “I’m Hockey” (“I’m OK”) got a reaction from us – which was, of course, exactly the idea!