FC Lokomotive Get Motivated by Army of Young Fans Who Support Them Against All Odds
As a part of the image campaign "Steel together", launched in last September, FC “Lokomotiv Moscow” and creative agency Leo Burnett Moscow created an unusual video to support the team. This video shows some of the most sincere and true fans.
“Lokomotiv” is one of the leaders of Russian football. The Club features an iron character, integrity, honesty and dedication. These are qualities that associate them with the railwaymen (Club’s main sponsor is Russian Railways company). No wonder they are called "locomotives".
Although in recent years the FC “Lokomotiv” has won the Russian Cup and played in the European Cups, since 2004 the Club has experienced a difficult period. It’s the time when a fan support is particularly needed. Among fans there are many of those who have not lost faith in the team and honestly continue to support and take their children to the matches no matter what. Thus was born the slogan and, subsequently, the hashtag.
To continue the campaign and return to fans pride for their native club, we found the most loyal and true fans, those who root for "Loko" without having seen their most brilliant victories. These are small fans of the Club who were born after 2004. We asked them about "Loko" and heard the most sincere answers and guidance. It turned out that the children understand the meaning of the Club’s slogan "Steel together" better than adults, and they love "Loko" not for something, but just like that. Just because it's their native club and “relatives cannot be changed”.
Recently at one of the matches spectators and players met these small, but the most ardent fans. Fans in the stands inspired by these children were supporting the Club louder than usual. After match they contacted press office of "Lokomotiv" to find out where could they watch this video. The support and belief strengthen in players their iron character and ability to move on despite all the difficulties on the eve of the final of the Russian Cup the 2nd May. Despite the long-term unlucky streak team finally won Russian Cup! Now players are preparing to compete in Europe.
Daria Spivak, marketing director of FC "Lokomotiv Moscow": "Our task was to remind the fans that we have something to be proud of! Children, who spoke with the heart, showed us how it is important to be open and to be beside to the team in anytime. We have a long way ahead and we expect a lot of changes and transformations that will breathe new life into our favourite Club."
