The joy of community
Business Problem
“These guys aren’t good enough for the NBA.”
That very public statement from NBA mega-star LeBron James was just one of many challenging the credibility of the Pelicans franchise. With leadership changes happening both on and off the court, the team was in a time of transition. They needed a way to rally their New Orleans fan base and prove that they wouldn’t shy away from a challenge or cave to outside pressure.
Results
78K
reached in 2 weeks
12K
tickets sold
78K
reached in 2 weeks
12K
tickets sold
78K
reached in 2 weeks
12K
tickets sold
Strategic insights
Cultural insight
New Orleans is a city that had not so long ago gone through a major moment of disaster, followed by a rebirth. Hurricane Katrina hit everyone hard, but from that disaster was born a sense of resiliency from the people of New Orleans.
Consumer insight
The New Orleans Saints are one of the NFL’s strongest fan bases. And the passion of the “Who Dat Nation” could be borrowed for a brand like the Pelicans. What’s more, New Orleans loves an underdog with a chip on their shoulder. And on that point, the Pelicans could more than deliver.
Brand insight
The Pelicans franchise, although small, has a resiliency and fighting spirit that parallels that of the city it calls home.
Creative solution
We introduced “Won’t bow down,” a rallying cry for the city of New Orleans and the Pelicans team. The line spoke to the city’s resilient nature, weathering yearly storms, to the Pelicans franchise, a team that refused to cave to bullies in the NBA, and to the Pelicans fan base, a group that refused to play second fiddle to the more popular New Orleans Saints.
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