Chelsea FC
Digital Signage & Motion Graphics
The Challenge
Chelsea FC, a world renowned Premier League football club, required digital signage content for several locations around its top division Stamford Bridge football ground. We were tasked with designing the content to suit a range of purposes, from directing fans around the ground to advertising the club's merchandise.
“The club’s digital signage content offers a good mix of advertising and experiential content - helping to build up excitement and add to the ambience, all while driving sales and navigating the huge space.”
“The content is a great up-selling tool, with the added benefit of boosting the fan experience.”
Our Approach
With multiple pieces of information needing to be incorporated into the content, some only displaying at certain times of the day or week, the display was divided into sections to guarantee easy visibility.
From informing fans and visitors of match times and upselling match day programmes, to kit sales, next match dates and helpful wayfinders, we used assets provided by the club to create high-impact, vibrant animations that would instantly catch the eye of fans as they pass by.
“The content is definitely vibrant enough for those walking by to be instantly drawn in.”
The Detail
With touchpoints in high footfall areas like this, bold imagery, minimal text and clear information is key.
The video content we produced combined two vital elements - the way finder that is continuously visible on the bottom third of the display and the animated adverts that would show only during pre-scheduled intervals throughout the day or week.
The Results
The totems offer a unique approach to big screen content with their multi-purpose use. Not only are they encouraging people to look up and navigate the ground, subtle onsite advertising helps to boost merchandise and ticket sales for the club. The balance between promotional and experiential content is hugely beneficial to any brand looking to introduce digital signage.
