HJK. KLUBIKULTTUURIA!

Klubikulttuuria! New era for Finland’s biggest & most successful soccer club

Legendary soccer club HJK has had an event-rich history since its launch in 1907. Located in mid-Helsinki, the club (or Klubi) is surrounded by a varied community from international soccer stars to children's teams, fans, curious urban people, tourists, coaches, partners, and collaborators. To answer Klubi's call for a new strategic marketing direction, we created Klubikulttuuria – a concept that addresses HJK's enormous meaning to its community and is adaptable for reaching both bigger crowds and specific target groups in all channels and touch points. The concept was launched with a feel-good Season Start film and carried out throughout the season with remarkable results. See you in the game!