To help sell season tickets Swedish elite football team GAIS let a fan coach the team. It was during a local rival derby that the worlds first ‘Fanager’ took place in the dugout.
Season ticket holders could apply to the position as the Fanager. One lucky fan got the chance to coach the team for one game during the season.
Breaking the barrier between fans and the club increased season ticket sales by over 20 per cent and proved that football is a team effort where players and fans win and lose together.
The stunt was devised by Gothenburg-based creative agency, Milk.
Advertised brand: GAIS
Advert title: The Fanager
Advertising Agency: Milk, Gothenburg, Sweden
Art Director: Niklas Olovsson, Andreas Bergendahl & Kristofer Salsborn
Copywriter: Anders Malm, Anders Holmström
Photographer: Mikael Göthage, Johannes Berner
Project Manager: Marcus Aggfelt
Key Account Manager: Anna Reynold
Published: December 2018