Unlike cricket football never managed to get eye balls or sponsorships to sustain the game in India. A small Non Govt. Organization called Vintage Football Club (VFC} took up on the task of promoting football at a grass root level especially for children from the age of 5 to 16 years. Due to lack of sponsorships, they were marred with a hand to mouth situation and even basic infrastructure like a good playground was sometimes out of reach for them. YOUNG approached them and decided to render its services free of cost and initialized a collection drive to coincide with the Football World Club, 2014.
YOUNG decided to help the NGO by first enabling them to see a vision. This vision comprised of improvement of the basic infrastructure that is the playground on which collectively it was decided to lay an artificial football turf that would drastically improve the playing condition and create huge interest within this age group to take up football as a sport. YOUNG decided to leverage from the hype and hoopla around the World Club which is a global event and created a campaign called “Feet4Foot” to support this cause. This very simply meant to donate a square feet for football. This campaign was executed in the local micro market as well as locations which were known for their interest in football. Digital media was also used to generate crowd funding.
The result was a revenue of approx.. $ 40000 was generated through this 30 days campaign. In addition, awareness and respect for the club went up several notches. The new playground is under way and should be completed by December, 2015.
Naming, Logo, Identity, Concept Creation, Strategy, Marketing Material, Advertisements, Briefing to the members of VFC.
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