CHELSEA FOOTBALL CLUB
b2B LEAD GENERATION

A targeted approach using display banners achieves more than 1.1 million impressions to one of the world’s most recognisable football clubs.

CHALLENGE

Chelsea Football Club’s hospitality packages offer corporate clients an exclusive experience to enjoy matchday from the best seats while enjoying exceptional hospitality. When Chelsea FC’s media agency got in touch with us, they had experienced a slow down in sales for their corporate packages and wanted a fresh approach on how to maximise their budget while increasing exposure to a more targeted audience.

Chelsea FC traditionally invest in outdoor advertising to promote their corporate packages. While this approach has worked for them in the past, they have noticed that the return on investment had decreased alongside their advertising budget and was looking for a more cost-effective solution to increase exposure of their B2B packages.

SOLUTION

With a limited budget in mind, Advant Technology had to be clever in how to broaden the exposure of corporate packages to a small segmented B2B audience.

Choosing banners as creative assets for the campaign allowed Advant to streamline their efforts and create a highly targeted approach. Banners have the highest reach of any programmatic format and with more scale we were able to bid on only those impressions which were truly valuable.

For the awareness phase of the campaign, the geo targeting was predominantly focused on central London, and concentrated in key wealthy areas such as Kensington as well as large corporations using IP address database targeting, who were the most likely audience to convert.

In the retargeting phase, we focused on those visitors who came through paid search, organic search, or direct traffic but who had not converted yet.

RESULTS

• Over 1.1 million impressions
• 0.17% CTR (click through rate) vs an industry standard of 0.1%
• Conversion rate 150% above forecast