“Terrifying”, “ghastly” and “Lisa Simpson on acid”. Just some of the adjectives used to describe Indigo’s high-profile client, the world-famous football mascot, Kingsley.
Partick Thistle FC invited Indigo to work on a media relations campaign into 2016 that would promote their partnership with new sponsors, Kingsford Capital Management. As part of the sponsorship, Kingsford Capital engaged Turner Prize nominated artist David Shrigley, a lifelong Jags fan, to create a mascot to reflect Thistle’s “not so cuddly any more” approach to the 2015/16 season.
Kingsley was born and announced to a stunned world in June 2015, trending 7th on Twitter globally as news of the seven foot, mono-browed, dentist-deprived ray of sunshine hit.
Interest in Kingsley was phenomenal and as requests for information increased, the club realised it needed external help to promote him to consumers through the wider media, outside of sports pages. Challenge accepted.
Kingsford Capital’s aim was to cement the correlation between art and football in the wider media and team up with artists throughout the season to provide giveaways for fans at home games.
The in-house media team handled sports PR while Indigo focused on the wider consumer audiences.
From meetings and photo calls with Baywatch’s David Hasselhoff to charity support with Beatson Cancer Charity, Indigo continue to maximise every possible opportunity to keep the mono-browed mascot at the top of his game and in the news.
Almost two years on from his conception, Kingsley is still dominating headlines and social media thanks to Indigo’s complete “out-the-box” thinking. No idea too bizarre, we strive to push boundaries and plan to keep the momentum going for as long as possible.
But it has not just been the sports pages that this ray of sunshine has graced. Indigo ensured non-sports coverage is regularly secured including The Guardian, Apollo Magazine and an interview on the BBC’s Janice Forsyth show about football and art with Kingsley’s creator, David Shrigley.
One particular highlight that springs to mind was The Herald columnist Gary Keown’s full page opinion piece on the artist giveaways, commenting: “Granted, Kingsley is no oil painting, but Partick Thistle have PR down to a fine art…”
So here is to many more creative stories, celebrity hang-outs and social media trending. If you are looking for a boost to your profile or continued success thanks to fresh, innovative thinking, please get in touch.