Based on a poor 2004 performance, Collingwood Football Club (the most well-known, loved or hated of the Australian Football League) expected membership numbers to drop considerably in 2005. Furthermore, Membership prices had increased by 3%.

Unlike other AFL Clubs, Collingwood supporters are renowned for their fierce patriotism. Tapping into this emotion, the idea was to show the importance of strength in numbers, and that success didn’t just rest on the shoulders of the players – everyone needed to be involved. A foldout poster used the names of all 2004 members to bring the ‘mighty magpie’ emblem to life. A highly personalised and striking reminder (and keepsake) that success ‘takes an Army’.

(click on image to enlarge)

Campaign expectations were for a 4% response. The final campaign response far exceeded this, with an overall response rate of 12.9% translating to over 3,000 new members. The result was an additional $732,000 income being generated for the Club as a direct outcome of this campaign and a return on investment of 18:1.