The Renegade Rollergirls rule!
By THEM | Published: Thursday, September 18, 2008

Some agencies have great clients. We happen to be one of those lucky ones. The Renegade Rollergirls of Central Oregon have welcomed us with a zeal that’s amazing. Just to explain, these ladies balance jobs, families and their other family, The Renegade Rollergirls. This is no small commitment. In addition to competing pretty much twice a month, they also practice and work out twice a week as a group. Now keep in mind they don’t get paid for this. In fact, they pay to participate. This is dedication.

If you’ve never seen a Renegade bout, you’re missing out. Hands down these ladies are some of the most dedicated, competitive people I know. They also happen to be amazingly genuine and talented people. The events are super competitive and intense yet still completely suitable for family viewing. So, it was with a lot of enthusiasm we began brainstorming a campaign for the 2008 – 2009 season.

The beginning of our challenge was to look at the experience of the event itself. While the teams were skating and competing the event was riveting and exciting. But before the bout and during the 2 ten-minute intermissions people were restless.

The second part of our challenge was creating an idea and a look that would translate throughout the entire season and would not get old or be easy to overlook. The previous work that was done to promote the events was well done. However, there was no consistency in the look, feel or message so it made it more difficult to generate any big brand awareness or ownership.

Thirdly, the idea had to suit the mood and tone of the league and be appealing to the ladies that work so hard to be a part of it. If they don’t like it, well let’s just say it wouldn’t have any chance of succeeding. As my mom used to say “If mama ain’t happy, ain’t nobody happy”.

With these basic challenges in mind we developed several potential directions and finally settled on the idea of “SIDESHOW”. Now this is no freak show. There are no bearded ladies or 3-headed snakes. This is an event loaded with excitement and action you can’t find elsewhere. This idea is also unique visually to what other roller derby teams are doing. And finally, it’s an idea that can be integrated into the experience of the events. Because ultimately, it’s the entire experience that brings people back, keeps people talking and makes it entertaining.

Our campaign efforts will cover many medias and tactics. We’ll have posters all over the area, a radio campaign, smaller postcard size posters with event details and schedule, and a limited amount of newspaper ads as well. But it doesn’t stop there. We are also working closely with the Renegade Rollergirls to develop offers and promotions to drive people to the events. Coming up with ideas to increase ticket sales and retail opportunities. And finally, by having an idea in which anyone and everyone can be involved, we make the whole idea come alive.

So here we are, at the beginning of a super fun project with clients that have the vision and determination to create something great. We’ve created our first event poster and radio spot soon to be followed by so much more. We hope to see you there!

For more information on the Renegade Rollergirls visit www.RenegadesOR.com

This entry was posted in: Design