When a soccer team has its own credit card, direct creative hits the heart

Share this content:
When a soccer team has its own credit card, direct creative hits the heart
When a soccer team has its own credit card, direct creative hits the heart

Soccer, or as we prefer to call it, foot­ball, is the most popular sport in Italy. Using a supporter or fan base to tap into this passion and loyalty for a finan­cial services offer is by no means a new thing. However, I think what has been done differently with the Carta Viva Milan is the additional benefits offered. The card offers much more than simply a credit facility. For example, priority tickets can be purchased for matches, to visit the A.C. Milan museum and to view the players training at the ground.

The creative used was exceptionally strong for reaching out to the supporters' passion for their favorite club. The headline in English reads; “Do you have a Rosso Nero heart?” — symbolizing the red and black colors worn by AC Milan and showing a cardiogram.

The targeting was spot-on; AC Milan supporters were e-mailed via a Web site for registered football supporters. The piece gives a sense of belonging; spending with the card is a personal way fans can show support for their club. For the club and the business itself, the value of database marketing is readily apparent.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above