Vertov makes Rotterdam ‘Feyblij’
This football season, the insurance company a.s.r., decided to take a step back as the main sponsor of Feyenoord by introducing and financing Diergaarde Blijdorp as the head sponsor of the Rotterdam based football club. This decision allows the Rotterdam zoo to become visible in the club’s merchandising and advertising in order to get more visitors.
Vertov and partner Coebergh coordinated the campaign ‘Feyblij’ that introduced and managed the visual transition from a.s.r. to Blijdorp both on and offline. The campaign was kicked off the day before the first game of the season with a nostalgic and endearing commercial featuring Feyenoord veteran Giovanni van Bronckhorst, his son and the stuffed elephant Ollie. Vertov worked together with advertising agency John Doe, responsible for the concept and production of the commercial, and assisted the agency during the creative campaign.
Vertov was instrumental in orchestrating the introduction of Blijdorp’s new role of as the head sponsor of Feyenoord while a.s.r. graciously faded to the background. Aside from managing the offline introduction before, during and after the match, we also proactively ensured and stimulated solidarity and sympathy among the citizens of Rotterdam and the fans of Feyenoord towards the zoo through Facebook and Twitter with active and large communities that keep growing to this day.