Citroën and Arsenal create the fans car
Citroën is the Official Car Supplier to Arsenal, but its sponsorship agreement didn’t include access to the squad.
We were challenged to develop a campaign which would deliver ongoing non-automotive, branded coverage throughout the season.
Any channels which allow the fans to communicate ‘directly’ with the first team squad and manager are warmly received.
The annual Arsenal ‘Be a Gooner be a Giver’ charity campaign is supported equally strongly by both players and fans.
We created an initiative with Arsenal’s charity of the season, the Teenage Cancer Trust, to develop the ‘Ultimate Arsenal Fans’ Car’ – to be raffled throughout the season for charity.
Our solution brought together world famous cartoonist, Gerald Scarfe with Arsenal first team players Robin Van Persie, Gael Clichy and Manuel Almunia to ‘interpret’ the fans’ designs, which had been captured by the Club website.
The campaign attracted the interest of all the players, drove media interest and importantly, placed the Citroën brand outside of the automotive media space.
As well as coverage across the national sports pages, the story was shown on BBC Match of the Day, Football Focus, Sky Sports News, Setanta Sports and Premier League News (distributed globally).
The initiative provided Citroen’s most far reaching non-automotive media story of the year