Infobip: Helping sports teams get closer to fans
Client
Infobip
What we did
Survey Report
Infographic
Animation video
Social campaign
Thought Leadership
Infobip, the leading CPaaS (communication platform as a service) provider had signed a partnership deal with the Formula 1 motor racing team, HaaS. They came to Beneath for ideas to promote the relationship.
Our key idea was to create a campaign that focused on a bigger mission – to help sports clubs and franchises get closer to fans. So we surveyed 1,500 fans across the world to find out what they liked about their relationships with sports clubs – and what they didn’t. The results were fascinating.
Speaking to teams and enterprises
Infobip was uniquely positioned to tell this story. The services it offers – from messaging and conversational AI to cloud contact centres – helps organisations stay close to customers and serve their needs.
Exploring fan-team relationships wouldn’t just help Infobip position itself as a partner to sports clubs and franchises. Enterprises would be interested to find out how to form passionate fan-like bonds with customers too.
Methodology and results
To maximise relevance while keeping research costs economical, we surveyed fans across four major sports and markets: 445 American football fans and 205 baseball fans in the US, 650 soccer fans in Europe, and 200 cricket fans in India (a famously cricket-obsessed country).
The results found that most fans haven’t had a say in any club decisions, or a chance to feed back, for at least two seasons. Many felt treated like a number or distant customer rather than a valued member of the fan community. They were desperate to get closer to teams and saw better digital communications from their club as the best way to do this.
Research that hits hard
We designed a 30-page editorial report that combines immersive and emotional sports photography with bold typography and sports-related data visualisation. The report guides readers through a clear narrative. Survey findings are easy to scan, understand and share. This was both a research publication and an impactful brand-building asset, with a design system that makes repurposing individual spreads, statistics and visual assets easy and economical.
Sports promotion
Next up, a portfolio of promotional assets – including landing pages, social posts, video animations, blog posts and a sales deck. We handed the campaign in a box to Infobip’s performance team to roll out.
Testimonial
