Activation AFC Asian Cup Sponsorship

Brief

The Brief.

Activate Continental’s sponsorship of the AFC Asian Cup UAE 2019 to create significant positive PR coverage for the brand across the region

The Response.

Insight

Continental had an allocation of mascot slots
The UAE is home to a large number of under-privileged and orphaned children
Launch of Continental’s Mascot Campaign

Creative

Partner with Emirates Red Crescent and UAE national team players
Give under-privileged kids a once-in-a-lifetime opportunity to be mascots at the Finals via a a 3 stage campaign:
- Launch;
- Mascot selection;
- Attendance

Content

Press releases and features
Interviews with participating UAE football stars and charity spokespersons
Engaging event video
Creative photography

The Results.

Football activation at AFC 2019 Final Draw
Press conference to launch partnership with ERC
Mascot selection event for over 150 children, attended by media
Brand social media content
Follow-up story with Al Arabiya morning show before matches

14 TV crews attended the various events
88 Mascots selected
$9.1m PR value
90Pieces of broadcast / national coverage
1.3m Views on Al Arabiya Social media