THE HEART OF THE GAME
Creative thinking
TO INSPIRE INTERNATIONAL FANS TO TRAVEL TO THE 2024 IIHF ICE HOCKEY WORLD CHAMPIONSHIP IN CZECHIA, WE ASKED HOCKEY LEGENDS FROM ALL 16 PARTICIPATING NATIONS: WHAT DOES “THE HEART OF THE GAME” MEAN TO YOU? THROUGH DEEPLY PERSONAL STORIES AND MEANINGFUL OBJECTS, THEY BROUGHT THEIR GREATEST CAREER MOMENTS TO LIFE.
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THE PROBLEM
Ahead of the 2024 IIHF Ice Hockey World Championship, the organisers faced a clear imbalance: games featuring the Czech national team were sold out, while ticket demand from international fans for other games remained low. Empty seats threatened the atmosphere, international character and commercial success of the tournament.
OUR SOLUTION
We built a six-week, last-minute campaign around personal stories from hockey legends, tailoring the content and media to each participating country. The campaign sold more than 5,300 hard-to-sell tickets in markets including Switzerland, Austria, Latvia, Germany, Poland and Sweden. It generated ticket sales worth 10x the campaign investment and contributed to the tournament’s record-breaking attendance and revenue.
