the case studies
Atletico De Kolkata
Atletico De Kolkata Rebranding
The rebranding of Atletico De Kolkata marked a significant milestone in Genesis’s journey into sports communication. This case study outlines the strategic transformation undertaken during the 2016-17 season that enhanced its identity and emotional resonance with the target audience.
Objectives of the Rebranding
- Redefining the brand identity of Atletico De Kolkata to a powerful brand proposition.
- Creating an emotional connect with the new fanbase through a distinct and relatable war cry.
- Increasing fan engagement and loyalty, leveraging the passion associated with football.
- Positioning ATK as a leading and successful club within the Indian Super League.
Challenges
The rebranding process faced several challenges:
– The need to shift from a well-established but generic identity to a more specific and emotionally charged brand.
– Creating a unifying war cry that resonated deeply with the target audience.
– Executing a comprehensive 360° communication strategy within tight timelines, ensuring consistency across all platforms.
Success and Impact
Despite these challenges, the rebranding of Atletico De Kolkata was a resounding success.
Brand Proposition:
The war cry, “Amar Bukey ATK“, became a rallying point for fans, reverberating with a strong sense of community and pride.
Comprehensive Communication Strategy:
From anthems to DVCs, a holistic communication plan was executed, covering all touchpoints and ensuring widespread reach and engagement.
Media and Fan Engagement:
Enhanced media coverage and strategic social media campaigns led to increased visibility and fan interaction.
On-Field Success:
The rebranded team resonated with fans off the field. Its triumph in the ISL league that season added to the memorability factor and reinforced the essence of success.
The rebranding campaign also paved the way for Genesis’s continued collaboration with RP-SG Sports, managing their entire sports portfolio and reinforcing their leadership in sports communication.
Conclusion
The rebranding of Atletico De Kolkata was a pivotal moment that redefined the club’s identity and established a deep emotional connection with its fanbase. The strategic and comprehensive communication efforts resulted in significant brand enhancement, increased fan engagement, and on-field success. This case study exemplifies how a well-executed rebranding strategy can transform a sports entity, positioning it for long-term success and fan loyalty.
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