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AFC Asian Cup – Australia 2015

Host City Brand Activation Services

CLIENT:
AFC Asian Cup Australia 2015

PRODUCT:
Host City Brand Activation Services

CHALLENGE:
To create a unique, innovative and interactive fan park experience that combined the worlds of digital and tangible, that drove brand awareness around the tournament, engaged AFC Asian Cup audiences through social media and ultimately increased ticket sales.

SOLUTION:
The Creative Shop designed and developed a number of interactive, digital, football-themed experiences to excite football fans around the country. Each interactive element allowed fans to immediately share user-generated images and videos to their social media channels via a personalised eDM. This eDM also provided an excellent opportunity to drive ticket sales with a prominent call to action banner, which linked directly to the AFC Asian Cup ticket portal. To build excitement around the tournament The Creative Shop were responsible for a national tour and traveling Fan Park experience which kicked off in Canberra from the 28th November through to the 4th December. Further stops (Melbourne 9-13th December, Brisbane 11th–15th December, Sydney 17-21st December & Newcastle 18-22nd December) were aimed at driving overall brand awareness and fan engagement in the lead up to games-time. Come January 2015, when Australia played host to the biggest football tournament to ever hit our shores, permanent Fan Zones for all things AFC Asian Cup were set-up across the Host Cities of Brisbane, Melbourne, Newcastle and Sydney. Based on the travelling Fan Park but this time installed for the duration of the tournament, fans were able to get up close and personal with bespoke experiences designed and developed by The Creative Shop. Some of these fan experiences included; a gesture controlled penalty shootout challenge, interactive kiosks whereby you could digitally paint your face in your team colours, all the way through to digital foosball tables which utilized the spinning handles and control of the traditional game but applied a modern upgrade.