Oakland A's Case study GREEN COLLAR BASEBALL by Hub Strategy

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Industry Sports Teams & Events
Media Case study
Market United States
Agency Hub Strategy
Creative Director Dj O'neil, Peter Judd
Art Director Jason Rothman
Copywriter Linda Birkenstock, Sam Pond, Chris Elzinga
Designer Jen Hartford
Editor Nat Kidder
Released November 1999

Credits & Description

Client: Oakland Athletics Baseball Company
Category: Titanium and Integrated
Product/Service: MLB
Date of First Appearance: Mar 15 2010
Creative Director: DJ ONeil (Hub Strategy)
Creative Director: Peter Judd (Hub Strategy)
Art Director: Jason Rothman (Hub Strategy)
Agency Producer: Angelina Dilg (Hub Strategy)
Designer: Jen Hartford (Hub Strategy)
Editor: Nat Kidder (Hub Strategy)
Copywriter: Chris Elzinga
Copywriter: Linda Birkenstock
Copywriter: Sam Pond
Account Manager: Alison Lane (Hub Strategy)
Media placement: Newsprint - 1 - Oakland Tribune, Contra Costa Times, San Jose Mercury News - April 1, 2010
Media placement: Outdoor - 1 - Bay Bridge - April 1, 2010
Media placement: In-Stadium - 3 - Oakland Coliseum - March 1, 2010
Media placement: Rich Media -1 - ESPN, SFGate.com, CCTimes.com, Yahoo Network - May 1, 2010
Media placement: Transit - 1 - BART, Capitol Corridor/Amtrak - March 15, 2010
Media placement: LED Signage - 2 - Bay Bridge - April 15, 2010
Media placement: Magazine - 2 - Athletics Magazine - April 1, 2010
Media placement: Web - 1 - Oakland A's Homepage - March 1, 2010
Media placement: Flash Banner - 1 - ESPN, SFGate.com, CCTimes.com, Yahoo Network - March 1, 2010
Media placement: TV - 2 - Comcast Cable Network, Comcast Sports Net California, KTVU - March - April 2010
Describe the campaign/entry
The premise for our 2010 Oakland A’s campaign stemmed from the fact that, unlike most other MLB teams that are loaded with big name players and big time contracts, the A’s are known for raising and creating amazing young talent that eventually turn into superstars. What they lack in experience, they make up for with an extra measure of effort, creativity, and fun – playing baseball the way it was meant to be played: full of hustle and real passion. We coined this lively spirit, hard-working attitude, and deep-rooted love for the game: “Green Collar Baseball.”
Describe how the campaign/entry was launched across each channel in the order of implementation
Nearly a month before the start of the season, the A’s launched our “Green Collar Baseball” campaign with television and online creative (rich media and flash banners) promoting season tickets and the Opening Night game. We also produced several pieces of creative to be installed in-stadium before the season began. Then, throughout the course of the season we continued to release new television spots, transit signage, outdoor and LED billboards, print ads, and online banners – both flash and rich media – focusing both on the larger “Green Collar” brand message as well as specific promotions.
Give some idea of how successful this campaign/entry was with both client and consumer
As a result of our “Green Collar Baseball” campaign, the A’s sold over 40,000 more single game tickets than the previous year. The client was so pleased with the campaign that they decided to extend it a second year through the upcoming 2011 baseball season. Our television work also placed second in the National Sports Forum ADchievement Awards, the only national, all-encompassing awards program honoring advertising from throughout the sports industry. The A’s considered this a huge success, as it was the best placing their advertising had ever received.