SIGNAL IDUNA PARK
Strategy & consulting
In 2005, the insurance group SIGNAL IDUNA secured the naming rights for the Dortmund stadium. Given the discontent that changing the name would bring for many traditional-conscious BVB fans, we set aside sales-oriented activation measures for SIGNAL IDUNA at the start of the partnership. Instead, we developed a long-term three-phase concept for cautious activation of the naming rights, separated into the phases “Introduction”, “Establishment” and “Development”.
Particularly in the Introduction and Establishment phases, we entrenched the SIGNAL IDUNA PARK brand using our own black and yellow branding and the creation of fan-based activation measures, and contributed to the acceptance of SIGNAL IDUNA as a sponsor of the BVB fan base.
Many of the campaigns and competitions remain a firm part of communicating the naming rights at SIGNAL IDUNA PARK which we as a leading agency control and implement in a uniform way. It is of course essential for our customer that this is echoed in the fan scene. As a football-loving agency based in Dortmund, we are something of a seismograph for SIGNAL IDUNA when it comes to the interests and demands of BVB supporters.