The hockey club "Dynamo Minsk" is the best Belarusian club that represents the country in the CHL. But the last two years weren't the most successful and the stands were empty. Minsk bison had to return the fans to the games.
The task was to gather the full Minsk-Arena for the first game and ensure the interest of fans by the end of the season.
The results of last season’s left much to be desired so there was no point in building communication on the victory or the strength of the team. We wanted to create an alternative source of positive emotions for the fans.
How? Change the approach! To shift the emphasis from the results of the game to the emotions it gives.
The team took a risk and radically changed the style: new color, shape, symbolism. We have created the positioning of the club with which it was to enter the new season. We offered an unexpected, attractive image of the club. The basis of the visual style was the night and a special, night energy of Dynamo which unites the fans and players. New Dynamo is aggressive, powerful, evil and always fights to the end. Its power is the night and the fans. Why night? Because the most important matches are held in the dark, and the bison is a night animal.
The new face of the team which means everything - from tickets to the running line - required updating. A graphic package for Minsk Arena has been created in a new style: media cube, ticker lines, banners and video cards of the team.
They turned to the fans in a new way as never before.
Ad communication was conducted in 2 stages.
The first stage - teasing - was held under the tagline "Awakening". The tagline included both a call to the fans and a promise from the team.
As part of the teasing, we:
● We veiled the whole city with intriguing boards
● We launched video in cinemas
● We held a large-scale promo in Digital.
The first game was the presentation of the new Dynamo. And the main element was an inspiring image video.
The key message of the main communication was the union of players and fans. The tagline "In One Link" refers to both hockey terminology and the Dynamo machine. The key visual is a characteristic winning spirit, symbolizing the endless exchange of energy between a player and a fan. The focus is on the theme of unity, emotion and trust.
The results were spectacular. The first game has a full arena of 15266 people. The same number of free shirts with new identities and enthusiastic fans who saw the coolest show with 3D mapping and a completely renewed team. The first three months of the season "Dynamo" was the most visited team of CHL.