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DCFC - Owners Campaign

 
 
 
Creative
Strategy

Detroit City Futbol Club had a challenge. In their first year of going pro, COVID created a major challenge to the club’s survival. Their solution? Sell shares in the team to the public. Our job was to put a spotlight on the initiative. We looked at the team, its passionate, fun, loud, DIY spirit and thought of the one Detroiter who embodied all that - Iggy Pop. Reaching out, we got him psyched to be the lead investor and had him VO the launch video. We created social and outdoor extensions, encouraging people to “be an owner.” Just 150 hours after we launched – at the height of the pandemic’s resurgence – DCFC had sold out of shares, raising 1.2 million dollars and putting the team on secure footing for the future. We’ll only take partial credit for the campaign’s success. The rest goes to a great club, the most loyal fans on the planet. And Iggy.

Update: This campaign is now a Gold Effie winner and a Grand Effie Finalist. It also won Best of Show at the 2021 D Show awards.

 
 
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