Havas Worldwide Amsterdam and MediaMonks Amsterdam have collaborated on the ‘Freo Loan League’ campaign which rewards the club’s 1.4 million fans by giving them the chance to borrow 100 PSV-related items from across the club.
Using a virtual PSV stadium, built by MediaMonks Amsterdam, fans are invited to search the ground for items they want to borrow, and then click to claim it. To be awarded the object fans must leave a message on the GekvanPSV.nl page saying why they should be lent the item. A jury consisting of PSV players Freo and Havas will then judge the claims and select the best.
Coert Buiting, art director at Havas Worldwide Amsterdam, commented: “Usually, football sponsors focus on name awareness and sales. ‘The Freo Loan League’ is a money-can’t-buy, once in a lifetime opportunity that gives something back to the fans, for free.”
To support the ‘Freo Loan League’ the players will advertise they are ‘For Hire’ on their shirts during matches and stickers will also be placed on actual objects in the stadium that say ‘On loan, borrow your piece of PSV’. Z-Cards will be distributed at home matches and ads are to feature in PSV media, on stadium TV commercials, perimeter boards, and outdoor advertising across the city of Eindhoven. Facebook ads will also be used to promote the campaign.
MediaMonks Amsterdam’s Wesley ter Harr added: “The online platform enables PSV Eindhoven supporters to prove how much they care about the club. The interactive experience enables fans to think about Freo in a different way and share their passion for PSV on Facebook.”
Bart Weerkamp from Freo described the ‘Freo Loan League’ as “giving fans access to parts and people within PSV Eindhoven that are normally out of their reach.” He continued: “The campaign mirrors the Freo philosophy: making dreams possible, making the impossible possible.”
The campaign kicks off on Saturday 20 October during PSV’s match with Willem II Tillburg and runs until the end of the season in May.