The Dogs of Arsenal

Brief

The Brief.

To leverage Cooper Tire’s final season of sponsorship of Arsenal Football Club, we tapped into two insights.

Firstly, Arsenal stars who had dogs enjoyed sharing pictures of their pets on their own social channels.

Secondly, the content that football fans engaged most with involved their heroes doing what they do best – showing off their skills.

The Response.

We invited three of AFC’s first team stars who were dog owners to try their hand at leading some pups through a special agility course.

To keep Cooper product at the forefront, the dog agility course featured obstacles and tests built using tyres.

To ensure that football fans’ hunger to see their players showing their skills, the final element of the course saw players test their shooting precision – again using tyres as the target.

The Results.

The hero video content – made engaging by the competitive spirits and banter between players – created a media and football fan-friendly piece of content.

The release and video generated 90 articles, an online readership of 2.11 billion and estimated coverage views of 2.81 million, and saw Cooper’s sponsorship of the club go out on a high.