Wisła Kraków gave supporters a personal “luck” score based on the matches they attended. WPP reports a 42% attendance increase during the campaign. The idea was recognized at Cannes Lions 2026, and it raises an interesting question about the data a brand already holds.
Wisła Kraków is a proud old football club that's fallen on humbler times, playing in Poland's second division to a fan base that's stayed fiercely loyal anyway. Ahead of this season, the club did something no loyalty program has done. It started measuring luck.
The club already had ticket and match records. WPP's case study describes matching more than 220,000 fan profiles with 63 home games. Supporters received a personal luck score based on what happened when they attended.
Then the club made it worth something. The luckiest fans got invited into the VIP zone, treated as part of the team's good fortune. The unluckiest got merchandise discounts and a reason to laugh about it. Either way, showing up became a game, and your seat became part of the story.
WPP’s case study reports a 42% increase in attendance. The result is attributed to the campaign team; it does not isolate how much of the change the index itself caused. WPP also confirms the Creative Commerce Grand Prix at Cannes Lions 2026.
The club found a new reason to return inside data it already held.
What I love about this story is the starting material: ticket scans and match results. The creative leap was giving that data an emotional meaning. A supporter can care much more about being lucky for the club than about their attendance frequency.
That's the idea, and it travels to any business: your data is sitting on an emotional story about your customers. Give it back to them as status, and you'll get more of the behavior you want.
By the numbers
Source: WPP case study, 2026. Company-reported campaign results.
Where this could show up for you
The pattern is simple: find a behavior you want more of, find the flattering story about it in data you already have, and attach a real privilege. A few translations:
Restaurants and retail: status for presence, not just spend. The regular who shows up every slow Tuesday is a different kind of valuable than the big spender. Give the Tuesday regulars the first taste of the new menu and watch what happens.
CPG and beauty: name your early believers. The customers who bought the weird flavor before it was cool are your trend-readers. Give them first access to the next launch and they become your launch engine.
Banks and insurers: celebrate streaks, not balances. Status for the 12-month savings streak or the claim-free decade. Recognition for behavior, open to everyone, whatever their wealth.
B2B channels: score something besides volume. The mid-size dealer who adopts every new product first and co-markets hardest never wins the trip, the mega-distributor does. A "first believer" tier changes which behavior your whole channel chases.
B2B software and services: turn your health score inside out. You already score accounts internally. Make the flattering half public: power-user status, early-access councils, your most advanced customer on stage at your event.
What to do this week.
Write down the three customer behaviors you most want more of. Showing up on slow days, adopting early, referring, forecasting cleanly, renewing without a fight. Then check which of them you can already see in data you have today. My bet is all three. Pick one, invent the currency the way Wisła invented luck, something a customer would feel proud of, and attach one real privilege to it. You could be piloting this in a month, because everything it needs is already in the building.
From the portfolio
A football club built a new use for data it already held. That's the encouraging part: the creative read on the information matters, alongside a team that can turn it into something supporters want to use.
FifthRow helps teams turn recurring research and analysis into configured systems. It can support the evidence gathering behind a growth idea, while your team decides what is worth testing.
Have an idea for reaching customers that your team hasn’t had time to investigate? Tell me about the idea, and we can look at how FifthRow would test the thinking behind it.
The most inventive growth idea of the year came from a second-division club that just refused to see its data as boring. The same raw material is sitting in your systems right now.
You know the behaviors you want more of. Which one gets its own index this week?
