The Challenge
Citroën, the Official Car Supplier to Arsenal FC, signed an initial sponsorship deal with the club that did not include access to the first team squad.
In spite of this, the challenge was to develop a campaign to deliver ongoing non-automotive, branded coverage throughout the season.
Our fan insights showed that fans wanted ways to communicate ‘directly’ with their team or manager, and support the club’s ‘Be a Gooner be a Giver’ charity.
The Initiative
We created an initiative with the Teenage Cancer Trust – the club’s beneficiary charity for the season – to develop the ‘Ultimate Arsenal Fans’ Car’, to be raffled throughout the season to raise funds.
World famous cartoonist, Gerald Scarfe, joined forces with Arsenal players Robin Van Persie, Gael Clichy and Manuel Almunia to interpret the fans’ designs which had been captured by the Club website.
The Results
Results included:
- x14 national press coverage
- x5 national broadcast incl. Match of the Day
- Coverage appeared in 100+ countries worldwide
- £47,500 funds raised for charity
- 2,211 fan contributions
Related work.
Vauxhall
Electric Streets
Volkswagen Commercial Vehicles
Voice of Industry Studies
Sail GP
Dubai Race Launch
Nissan Europe
Nissan Design Europe 20th anniversary celebration
Genesis
Scottish Open
Horse Welfare Board
Thoroughbred Census
CopyBet
QPR Sponsorship Activation
Vauxhall
EV Etiquette Guide
Be Bold.
It’s time to come off the fence:
How can we help you?
Message us
UK
The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
/// doors grants motion
Middle East
PO Box 502058 Office 1905, Aurora Tower, Dubai Media City Dubai U.A.E
/// quietest blurted filter
© Copyright. Registered in England and Wales No. 04006809