A-League Mens club Melbourne Victory and graphic design software Canva joined forces to create a world first execution, giving fans the opportunity to design their Away jersey for the next season.
At Campaignware, we love to see a perfect sponsor activation and this ticked all the boxes for both Melbourne Victory and Canva. This two phase execution achieved commercial goals for both parties and gave fans a never seen before opportunity to be part of a key decision making
Canva created a bespoke template on their platform and gave fans, with no design skills whatsoever, the chance to be a kit designer. Thousands of fans took them up on that offer and this delivered massively on the key objective of getting new users to the Canva platform.
Victory then had the difficult decision of shortlisting the best three designs and opened it up to the fan vote. Asking the wider fanbase to vote and the fans response was overwhelmingly positive.
Casting the net wider than the fans that entered their design, Victory grew their database with the voting mechanic and ultimately rewarded one fans natural eye for design with the honour of designing the Away kit.
Huge credit goes to Melbourne Victory and Canva for delivering a sponsor activation that is a Win-Win-Win for club, brand and fan.
“We used Campaignware to secure a tier 1 partner for the 21/22 season and as a tool to secure other partnerships. Campaignware made it very easy to create fully branded, working prototype campaigns which brands have loved and can easily see how the partnership will be executed through some innovative digital formats."
Marko Gluscevic. Head of New Business, Melbourne Victory Football Club