The Atlantic 10 Conference, a Division I NCAA conference, partnered with us to revitalize its brand.
Despite a consistent record of beating teams from so-called power conferences, the A-10 was still perceived as a “mid-major.” After immersing ourselves in the brand, we realized that what binds A-10 teams together is the belief that wins can only be earned through hard work. Our repositioning would herald the end of basketball dynasties resting on their laurels with the idea, “Winning championships is a workright, not a birthright.”
The brand we developed tells the world, “We’ve got next.” We launched the Next campaign via a powerful 2-minute manifesto commercial that re-energized the existing fanbase and got everyone talking about the conference. This commercial became the cornerstone for a wide-ranging integrated campaign, resulting in tens of millions of impressions and a vastly different perception of the A-10 by sports commentators and peer conferences. We kept the forward momentum with the bold evolution of the Atlantic 10’s identity.
Our work for the Atlantic 10 has been recognized with a CLIO Award for integrated campaigns, and was covered by The New York Times and Sports Illustrated. To date, WhoWantsNext.com has over 2 million Twitter impressions, over 4 million social impressions and over 48 million total media impressions.