Continental – Activation AFC Asian Cup Sponsorship

April 29, 2019
Performance Comms

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

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

Delivery

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

Results

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

Tags: continental, event,