Parma Calcio

#PromessaSulCuore

There has always been an unspoken promise of loyalty that unites fans with the team. It was crucial for Parma Calcio 1913 to renew this promise and rekindle the historic “Crociato” spirit, on and off the field.

Parma Calcio 1913 is a small provincial team with a great history in the major categories of National and European soccer. In recent years it has gone through multiple evolutions, corporate and sporting, that have led many generations to experience an ever-changing Parma. However, the changes have not impacted the bond that has always united Caffeina with the team and the city, both of which are involved in writing new records in the 2022 – 2023 season ticket campaign.

Year

2022

What we did

Strategy
Creativity

Challenge

Joining fans, team and city.

The 2021-2022 season had been uninspiring for fans. Expectations were very high, but the results and the long period of instability due to covid spread uncertainty and fear about returning to the stadium gradually driving fans away from the stands.

Against this backdrop, for the new season ticket campaign, we realized that it was necessary to intervene with a strong gesture that could renew the loyalty of the parties and remain imprinted forever.

Caffeina Parma Calcio Promessa sul cuore Promessa sul cuore IMG Card

Solution

Bring the stadium into town.

Oaths need a deed to be written in black on white, actually blue on yellow! We literally dismantled the benches of the Ennio Tardini Stadium to bring them to the heart of the city.

Each session became the support on which players and fans, of all ages, wrote their promises. The sessions then returned to Tardini laden with their promises to accompany the team into the new season.