Reveal RC Lens Home Kit
To launch the RC Lens home shirt with PUMA, we have imagined a global "A nos risques et terrils" campaign aimed at surprising all Racing Club de Lens supporters creating a new type of reveal. This unexpected communication strategy led us, with the help of a fan, to have the club's jersey worn among the supporters two weeks before its official release! This risk-management approach was planned to avoid leaks, giving the launch a real flavour that matches the ambitions of the club and PUMA.
Customer
Puma
Skills
Digital Communication
Year
2023
MAKE PEOPLE TALK
You really haven't seen it ?
Strategy
Revealing a shirt among tens of thousands of supporters was the promise of this launch. Everything had been meticulously prepared with the club to anticipate and minimise the risk of leak in the Stade Bollaert-Delelis stadium. A 360° communication strategy including the concept and all the project management before, during and after the match.
Creation
The creation of LIVE content, as well as filming with RC Lens players beforehand, who were part of the plan. Content including all the declinations for digital, social media and in-store use.
Amplification
All the kit reveals that we managed include digital amplification for the launch. Drafting and sending of the press release and shirts seeding to RC Lens influencers.
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Contact usMarseille
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