Strategy

Rebuild the waning St Kilda membership base through affiliation and pride. By creating a distinct, theatrical persona that the fan base could identify with, we were able to achieve cut-through and strong recall. Locating and embellishing the key personality traits of the fans and the geographical location itself helped reinforce the message.

Idea

Stirring up the Tribe.

Media

Membership kit, branded collateral, posters & badging.

Feeling

Strength through loyalty.