Cannes Lions

PUMA ARSENAL KIT LAUNCH IN INDIA

MADISON PUBLIC RELATIONS, Bangalore / PUMA / 2015

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Overview

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Credits

Overview

Description

The aim was to maximize excitement amongst fans on the Arsenal PUMA association with the launch of Arsenal Kit in India. Ensure that every Arsenal fan had a one of a kind of experience in the most exciting way possible, we launched the Arsenal Kit in India with 'Arsenal Tunnel of Time' - an installation of key moments of club history.

A trophy trilogy of the current FA Cup, The Invincibles Trophy, and the Premier League Trophy were showcased together for the first time in India for 3 days. For the launch, Arsenal football legend Freddie Ljunberg visited India to unveil the kit and interact with Arsenal fans.

We customised media invites for #AFCTUNNELOFTIME. Listing release to the media. On the event day post, Freddie was greeted with crazy football fans at the airport.

1 AM-12 noon Google Hangout & Twitter Interaction with Freddie Ljunberg where fans and bloggers had the opportunity to chat with Freddie on Arsenal.

12:30 PM -1:30 PM: Bengaluru FC Challenge with Freddie- organized a meet & greet along with some shooting challenges with Freddie. Coach Freddie mentoring the next generation-As a supporter of grassroot programs we wanted students enrolled in the the Arsenal Soccer schools to get a taste of playing the Arsenal way. These events opted for great media photo opportunities.

7 PM: Press conference where Freddie officially launched PUMA Arsenal Kit in India and unveiled ‘Arsenal Tunnel of Time‘. Over 6 million impressions online & featured in leading media. Arsenal Home jersey - a massive 50% sell through in the first 4 weeks

Execution

Customised invites and a listing release to the media. Having limited time with Freddie Ljunberg,we planned his day actively with football fans.

1AM-12 noon- Google Hangout & Twitter Interaction with with fans and blogger community.

12:30 PM-1:00 PM: Bengaluru FC Challenge with Freddie - we organised a meet and greet along with some shooting challenges with the legend.

1:00 PM-1:30 PM: Coach Freddie mentoring the next generation- a supporter of grassroot programs. We wanted Arsenal Soccer school students get a taste of playing the Arsenal way with Freddie. The two events garnered media photo opportunities.

7 PM: Press conference with host Paul Masefield where Freddie officially launching PUMA Arsenal Kit in India and unveiled ‘Arsenal Tunnel of Time‘. The Tunnel consisted of several pictures, artifacts and merchandise from Freddie’s day at Arsenal. Along with the club history, a trophy trilogy - were showcased for the first time in India and was on display for 3 days.

Outcome

The event garnered over 6 million impressions online and was featured in all leading newspapers- The Times of India, Hindustan Times, Bangalore Mirror, Deccan Herald, Live coverage on NDTV 24/7 and many more.

From a retail perspective, the Arsenal Home jersey achieved a massive 50% sell through in the first 4 weeks

AFC RANGE comprises 6% of all retail sales in India and 14% of all apparel sales for that particular season

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