The Chicago Cubs and Wrigley Field are experiences like no other. The only way to understand it, is to see it. And with all of the momentum we’ve built, there is a lot worth seeing this year. The Chicago Cubs, You Have To C It.
THE RESULTS
+10% increase in attendance in the first 19 home games versus YA.
Three games exceeding attendance of 40,000 by May 2024, in 2023 it took until Memorial Day weekend to hit that same benchmark.
The Cubs cleared their season ticket waiting list for the first time in DECADES.
Total season attendance hit 2,909,755 fans to Wrigley Field, marking the highest since COVID-19 and a 134,606 increase from 2023 despite the Cubs not making the playoffs for the fourth consecutive season.
1x Emmy
THE PROBLEM
The Chicago Cubs are a storied organization with die-hard fans, however, they needed to connect with burgeoning Millennial and Gen-Z fans to keep growing into the future.
The Cubs were also facing yet another year of rebuilding. They had just experienced three consecutive years of no postseason. We had to be careful about what expectations to set for the year ahead.
Our goal was to feel authentic to the existing fan base while driving a connection and desire for new fans to be involved with what the Cubs have in store for the upcoming season and get them excited to attend games.
Essentially, we wanted die-hard fans and burgeoning fans to give a damn about the Cubs.
THE INSIGHT
When we spoke to Cubs fans about going to games at Wrigley Field, it became clear that there is just something different, something very special and distinct, about the experience.
Even a first-timer notices that there is something that sets Wrigley Field and the Chicago Cubs fandom apart.
It’s standing in the crowd during Go Cubs Go, watching Pete Crow-Armstrong hit a massive hit one into the ivy and it’s singing the 7th inning stretch with the organ blaring. It’s hard to put it into words, but we wouldn’t have it any other way.
The only way to understand it is to see it. And with all of the momentum the Chicago Cubs had, there was a lot worth seeing that season.
BRING IT TO LIFE IT A HIGHLY MEMORABLE, ATTENTION-GETTING AND CONSISTENT WAY
The creative platform for the season is ‘You Have to C It’.
It is defined by the entire experience of watching the Chicago Cubs at Wrigley Field. It goes beyond the game itself, it’s the history that exists within the friendly confines of Wrigley Field, its lore, the traditions, the superstitions, the fandom, the passion of the die-hard fans, all the intangibles that make the team, their fans, and the experience so lovable.
The campaign leaned into the distinctive asset of the “C” logo, incorporating it into the tagline, as well as the colors of red and blue. The campaign also used bold imagery and “stamp” visuals that overlaid on top of the real player film and photography.
The campaign launched with ticket giveaways on social and throughout Chicago, a :30 film, out-of-home billboards throughout the city, social media, digital and radio. We also invited fans to embrace the unofficial Cubs tradition of playing hooky on Opening Day at Wrigley Field and take the day off as the Cubs’ guest, with the “Opening Day Off” Sweepstakes. A fun homage to the many pop culture and movie moments that have taken place at Wrigley Field.
