Project Overview
A website celebrating the rich 150 year long history of St Kilda Football club. A celebration of players and fans past and present.
Project Commissioner
Project Creator
Team
Anya Goldsworthy, Project manager, JTB
Brendan Sharman, Creative Director, JTB
Owen Geach, Lead Designer, JTB
Aden Warrington, Senior Designer, JTB
Daniel Kieblerz, Senior Developer, JTB
Adrianna Kita, Developer, JTB
Ana Raica, Head of Content & Communications, St Kilda Football Club
Project Brief
St Kilda Football Club approached JTB to Design and Build a website celebrating the 150-year history of St Kilda Football Club. The website was to be a celebration of not only the last 150 years but to pay homage to the dedication of the fans who are at the heart of the club. Working closely with the St Kilda marketing team the website was part of a much bigger marketing campaign including game day celebrations, TVC, and online marketing.
Project Need
We set out to create a brand experience that puts St Kilda Football Club on the international radar. At the same time approaching the idea of doing a history website and timeline a little differently than what has previously been seen in the market before. The outcome is an always-on, ever-growing museum of history. The digital assets created were also extended to the club's HQ where a small museum was set up to show a portion of the club's history on digital screens.
User Experience
Footy fans are precious about their clubs and the fans of St Kilda are an especially loyal bunch. Other clubs had attempted similar websites, but nothing so ambitious and in-depth as what St Kilda wanted to deliver to their fans. The experience is immersive in execution but also has great depth to it. There's A LOT of content and we wanted to create something people could get lost in. By creating an interesting way to browse and navigate the content we created an experience with average time on site times sitting close to 20 minutes.
Project Marketing
The website is continually being added to and will continue to evolve over time with new content being created all the time. It's a true always on experience that fans can keep coming back to. The club can use the platform to create years in review and celebrate other significant milestones.
The launch of the website coincided with a wider marketing campaign, launching the 150 years platform with a day of celebration at the MCG in Round 3 with a number of celebratory events off-shooting from this.
On game day there was a significant surge in traffic (the website had been live for a week prior). The goal was to create an experience for fans to enjoy and feel pride for the team they support and overall the feedback from fans and past players was celebratory and appreciative.
Project Privacy
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Digital - Entertainment & Leisure
Digital services have overtaken entertainment and leisure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for nominations that make entertainment even more entertaining.
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