I’m hearing from people who are not even big baseball fans about the KC Royals winning the ’15 World Series. Small market team / no big-name superstars / 30 years since last title. Underdog is a strong attribute to any brand.
Avis tries harder! The underdog of the car rental biz.
When i programmed KLCA in Reno, our station was the ultimate underdog. Once we started winning we faced an intereseting challenge: not letting our audience know we were winning. Which lead to a bigger challenge: we branded underdog so well that advertisers were not believing pitches from our sales team.
I argued with ownership for days, but finally caved into some on-air bragging. But we still had fun with it:
Attention citizens of Nevada and California. It has come to our attention that Alice at 96.5 is the most listened to radio station in the Reno-Sparks-Tahoe market. Wow. Somebody surely forgot to carry a 1 or something …
It was all self-depricating bragging – keeping us in the underdog light, even when #1. Everyone loved it except the ratings service. They called ownership upset that we were questioning their math.
Of course they never heard the actual bit … just read a report from a snitching competitor.