- Digital Strategy
- Branding and identity design
- User Experience design
- Digital platforms and products
- Mobile applications
- October 2015
Getting in the matchday mood at ajax.nl
What would a football club be without fans? Nothing more than a bunch of guys chasing a ball, you could say. So it’s somewhat strange, really, that no football website seems to focus on this largest and most important group of people. Together with Ajax we decided it was time for a digital platform that entirely focuses on the fans, while still keeping the other aspects, such as the business side, easy to find.
Ajax’s huge ambition isn’t just limited to what happens on the pitch, it expands into the digital world. So we went and looked way beyond the competition in Rotterdam, Eindhoven and Barcelona alone; Ajax wanted to measure up to the best entertainment sites on the web.
Which makes sense when you consider that an Ajax fan’s ‘match journey’ is not too dissimilar to that of a festivalgoer or museum visitor: you buy a ticket, your anticipation builds, and afterwards you’d like to hold on to the feeling of enjoyment that little while longer. The ‘Getting in the matchday mood’ was conceived from this.
Serving proud fans
From interviews with Ajax fans from across the globe we learned that fans are proud of the club and want to feel involved. For instance, a lawyer from New York was eager to share how happy he felt when he saw Ajax play in the Champions League with eight home-grown players in the line-up.
We created a platform with those mainstays in mind; one that makes you feel part of the club, focusing on everything that makes fans proud: the first team, the youth academy, and Ajax alumni abroad.
An experience rather than dry news reports
Using sweeping visuals and a timeline of all content leading up to the game, Ajax.nl builds anticipation towards every matchday. Afterwards it features highlights such as videos, articles and tweets. That way you don’t just get to experience each match in the stadium or on TV, but you also get to live it online – across devices, because we made a point of making the site mobile friendly. As a fan this allows you to plan for the next victory, regardless of where you are or what time of day it is.
Introduced a revamped concept to the online football world.
Scalable website to which Ajax can easily add further channels.
- Mobile-friendly website which sees more mobile visits than desktop visits.