In the 17th edition of the Year’s Marketing Awards, Zalgiris’ popular #ZalgirisVirgin campaign was named the most effective sales encouragement campaign. The award winners were announced during the Password 2020 conference on Wednesday.
Among 49 campaigns participating in the Password 2020 competition, most of them had their names in the hat for the Most effective sales encouragement marketing campaign category, where the #ZalgirisVirgin campaign was chosen among the best.
83 percent of people interested in basketball in Lithuania declare their support for Zalgiris, yet 43 percent of them have never been to a Zalgiris game in Zalgirio Arena. Having noticed that, Zalgiris took a head-turning approach with a scandalous title – #ZalgirisVirgin. The campaign’s message was to draw the attention to the problem that despite claiming their support for the club, people never visit the basketball palace itself.
The campaign was well-received by the fans themselves, and drew in new clients from a dead-point. For the success of this campaign, it was important that the client would believe in the idea himself, and would see himself going for the same goals as the organization. In this way, Zalgiris fans also became active ambassadors of the campaign.
The annual Password competition is a chance for companies’ marketing departments to measure up on what they did throughout the year and share some of the most effective and successful projects.the Year’s Marketing Awards, Zalgiris’ popular #ZalgirisVirgin campaign was named the most effective sales encouragement campaign. The award winners were announced during the Password 2020 conference on Wednesday.
Information and photos by zalgiris.lt