Fan-first engagement strategy for London venue
Truth
Since the iconic arch replaced the twin towers in 2007, our national stadium has evolved for a new generation. But the Wembley fan experience wasn't living up to expectations – or rose-tinted memories. We were approached to step up fan engagement at the stadium and create a home for England and England fans that would boost match day atmosphere and motivate performance on the pitch.
Change
Our strategic and creative teams interviewed stakeholders, England players and fans to define what makes Wembley so special. Discovering that the stadium celebrated the FA more than England, we developed a strategic toolkit to help Wembley amplify the anticipation and energy of the home crowd and respond to the unique dynamics of each game. We used this framework to develop large-scale concourse graphics, premium hospitality environments and rich storytelling initiatives to give a sense of place, a sense of welcome and a sense of pride in our national stadium.
Success
+ Wembley now offers fans photo opportunities and social currency + Engaging concourse graphics encourage dwell and spend + Identifying peaks and troughs in the fan journey meant we could place graphic moments where they would be most impactful + The player entrance journey is more inspiring and welcoming than ever before.
