Bayer 04 Leverkusen

Jacaranda Marketing were responsible for the development and implementation of the Bayer 04 Leverkusen comic – a project based on the idea that fans are the most important customers of the club, and that they should be taken care of.

The characters of the comic embodied different types of fans across the social spectrum, and they were drawn into funny situations that the team was due to face. They acted as a great storytelling tool.

The comic was added to the official match day programme, the website and to social networks. Short videos were made and shown as part of the pre-game entertainment. It resulted in a significant increase in fan engagement across fan forums, and was picked up by international media outlets.

Opportunity

To put a twinkle in the eye of a prestigious german football team.

Strategic Objectives

To attract fans in a new and innovative way, thus highlighting the creative positioning of the club.

Insights