The Montreal Alouettes is a sports team whose reputation is well established throughout Quebec. As Canadian football does not have the same popularity as hockey in Quebec, the Montreal Alouettes have always been somewhat overshadowed by the Montreal Canadiens. Despite everything, the team’s success when it returned to Montreal in 1996 helped win back the hearts of the fans.
After two difficult seasons (2017 and 2018) where the team's performance did not meet the expectations of the fans, the Alouettes management wanted to put a project in place with the objective of revitalizing the image of the marks and give back its letters of nobility to the Montreal team.
We were therefore approached by GRND who commissioned us to work on an experience website to generate fan engagement with the brand.
The mandate for the realization of the experience website had two clearly defined objectives: to remind fans of the history of the team and to foster commitment to the brand.
The Montreal Alouettes were already known for their performance when they returned from 1996, but we wanted to remember that the history of the team also had a glorious past to remember. The challenge was to remind its supporters of the rich history of the Montreal Alouettes in a simple way and engage them with the content that was presented to them while considering that on social platforms, sports teams generate on average 0.26% of engagement by message.
The strategy put in place was to develop a website in the form of a microsite that would be accessible from the main Montreal Alouettes website. We scoured the archives for highlights and reminded supporters of those memorable memories in the form of a dynamic vertical timeline containing both visual and audio content.
We also developed a feature that allowed people to submit their personal memories. The purpose of this tool was to place the fan at the very heart of the history of the Montreal Alouettes. Also in an effort to maximize fan engagement with the franchise's history, we've also added a tool for users to comment on, like, or share other people's memories. The website became a social platform with very rich content that kept the supporter in the ecosystem of the Montreal Alouettes brand.