The LMU Lions had an attendance problem. The team hadn't made an appearance in the NCAA tournament in 14 years, and ticket sales reflected that. What’s more, they were competing for ticket sales in a city overrun with sports. From the LA Lakers to UCLA Basketball to the LA Kings, fans had no shortage of marquee entertainment options on any given night.
In sports, you either sell winning or hope. LMU wasn’t in a position to market either one, and instead was faced with the ultimate challenger position: How to be heard and resonate without the marketing budget of category leaders. “Be there for them and they’ll be there for you” was the campaign that finally broke through; allowing students – and the greater West Los Angeles community – to connect with the team and its players on a very human level.
Through memorable differentiation, the campaign provided LMU the communication platform to battle giants and compete as an Empowered Challenger. Most importantly, a years-long trend in ticket sales was finally reversed.