How to activate the Ajax sponsorship?

To inject the Ajax sponsorship from the start, Ziggo wanted to know how to activate the Ajax sponsorship.

Ziggo wanted to use the Ajax sponsorship to strengthen the bond with existing customers and attract new customers by activating the sponsorship. At the start of the Ajax sponsorship, Ziggo needed to know how to activate the Ajax sponsorship. In order to strengthen the connection with all stakeholders, it is important to be aware of the do’s and don’ts.

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The research design

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Co-creation workshops using the Let’s Play board game with different target groups (Ajax fans, football lovers, people not interested in football and Ziggo customers). The gamification approach helps to get the best out of people, to unlock creativity and collect high quality ideas.

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The results

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We were able to present Ziggo with three relevant directions for the development of their campaigns around the Ajax sponsorship. One of the main pieces of advice was to demonstrate social involvement in activation. Ajax has for example implemented this by inviting a local nursery to one of their games and providing a meet & greet with the players. They spread a video of the event through social media:

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Additionally, our advice has inspired Ziggo to develop campaigns with a little wink to non-soccer players. For example through creating events for women, while their husbands attend an Ajax-game.

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all cases

Eva Gerritse