Prove your Arsenal passion!

We were charged with activating Arsenal’s Asia Tour in Vietnam. To kick it all off we scheduled PR Events across Ho Chi Minh City with Arsenal legend Freddie Ljungberg. Then we moved onto the Tour’s digital campaign “Prove Your Arsenal Passion” and managed to fire up the local Vietnamese fan base so much they won the competition!

Arsenal Asia Tour

Freddie Ljungberg does Vietnam (PR & Event Activation)

We managed a very tight schedule and handled all logistics, including; media, security, and transport to ensure we maximised exposure for the Tour and its sponsors. We also ensured maximum exposure – covering all local tabloids and TV outlets – as well as the top online publishers. The events included;

  • Press Conference (HAGL, Eximbank, VFF)
  • Youth Daily Webcast (500,000 users online over an hour)
  • British Embassy Event
  • Photo Shoot (City)
  • Soccer School Event
  • Private Fan Party
Arsenal Asia Tour

Prove your Arsenal passion (Digital Activation & Facebook Campaign)

The 8-week long campaign was centred on a Facebook app to determine which country – Vietnam, Japan or Indonesia – had the most passionate fans. Each fan-post creates points for the country and the most influential user gets flights, tickets and accommodation in London to see Arsenal play.

We pushed huge traffic volumes through a localised microsite we developed, and this came from our in-house competitions. Prizes included signed shirts, photos & stadium tickets, and we also partnered with the largest online media platforms to deliver news and competition offers.

Arsenal Asia Tour

As users and winners were sharing photos of their prizes, the whole thing went viral! The campaign included:

  • Localised microsite for competitions and traffic generation
  • Outbound news publishing through partners; bongda.com.vn (sports) and thanhnien.com.vn (news). me.zing.vn (social)
  • Social media campaigns through local supporters club
  • Fan parties in Hanoi and Ho Chi Minh City

At the end – Vietnam won – delivering over 800,000 shares and comments with 13-year-old Dang Tien receiving the grand prize. The overwhelmed teenager travelled to the Emirates with his father, and for them…a dream came true!

Arsenal Asia Tour

“Can you please help extend my great appreciation to the team. Your guys’ excellent work made our digital campaign in Vietnam a great success, ranking No.1 among the three countries as we initially planned. I am very confident that we should be able work together again in near future. Look forward to seeing you guys again soon”

 

Tony Gu. Director of International Business Development, China & Asia Arsenal Football Club.
Arsenal Asia Tour

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