Milk

Client: GAIS
Product: Season tickets to soccer team
Title: The Fanager
Media: Social, PR, Direct and Experential
Country: Sweden
Date Of Campaign: 20/12/17 - 20/12/18

Background: Gothenburgbased GAIS is one of Swedens oldest football clubs. Despite their supporters being known in Seden for their passion and loyalty a long run of poor results have made fans stay at home instead of showing up to games. Resulting in an all-time low in season ticket sales.

Idea: To strengthen the relationship with its fans, and sell more season tickets, GAIS offered one lucky fan the chance of coaching the team for one game during the league. All the fans needed to do was to buy a season ticket and then apply for newly invented position "Fanager".The Fanager got to coach the team, pick the team and be in charge of the whole shebang for a league game against Halmstad. A truly risky move to give the team to a fan. But at the heart of it this is an idea based on the simple truth that every fan think they can do better than the coach and that football is a team sport where fans and players win or lose as one.The Fanager also became a link between fans and the team during the whole season when he posted thoughts and insights on the team and asking for advice on what to do during his few days as coach on the GAIS' social media.A truly bold move by a football club that was a success in terms of proving that the club is nothing without their fans and that football is a team sport where the team and fans win and lose as one.

Results: Season ticket sales increased with 21,9 %A huge interest in swedish media with coverage spanning over the entire season.