Rangers
Celebrating Rangers’ past and present with a heartwarming Christmas spot.
Background
The Glasgow Rangers are an iconic football team with a dedicated fan base. Although they have regular content and engagement with their fans, they wanted to find a way to celebrate Christmas and give something special to their fans out of the norm of their regular content.
How we got there
Rangers has a legendary history, but also a personal one. As well as a decorated list of past players who all come with unique personalities that the fans know and love, the players have played pivotal roles in their families’ lives over the generations. We wanted to find a way to express the real importance of these players to local families, as well as bring a lot of that distinctive character to life.
Bringing it all together
So, for our Christmas spot, we reached into both the past and present – and crafted a script that incorporated the current team and past legends into the one family’s Christmas rituals, to truly show the full Rangers family at Christmas. The spot was complete with branded Rangers merchandise such as Christmas crackers, tree ribbon and pyjamas.
Creative concept
The core creative concept of the video played off the individual personalities of the current players, commentators and the legends, bringing in all the inside jokes that the true Rangers fans understand.
Campaign results
The campaign made a splash across social and online media, with 2.6M social views and 53K social engagements. It also featured in several online and print publications including Mail Online, The Sun and Daily Mail.
Boldspace gave us incredibly creative work on an extremely tight turnaround, understanding the nuances of our club and our fans, resulting in our most successful Xmas campaign to date, generating simultaneous social buzz, press coverage and merchandise sales. A huge thank you to the team.
Karim Virani
Chief Commercial Officer