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Spending the night in the Amsterdam ArenA during the weekend of the Dutch Football Classic

Spending the night in the Amsterdam ArenA during the weekend of the Dutch Football Classic

VodafoneZiggo

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Matches between Dutch football clubs Ajax and Feyenoord are the most talked-about matches of the season in the Netherlands and are aptly named ‘the Classic’. On 21 January 2018, the teams faced off in the Amsterdam ArenA for the 184th edition of the Classic. Cable operator Ziggo, Ajax’s main sponsor, offered fans the opportunity to win a night in a tiny house inside of Ajax’s home stadium. The accommodation was designed by activation agency Kumpany and placed on a prominent spot within the venue. A sweepstake was organised to draw the lucky winner who would be able to watch the game from their own temporary home near the pitch.

 

A night with a partner or friend in the luxury tiny house in the Amsterdam ArenA during the night preceding the Classic was not all that was included in the prize: the sweepstake winner could look forward to an unforgettable Classic-themed package. Apart from the unique accommodation, lunch with a club legend and tickets to a concert at the Ziggo Dome were included as well.

 

Glasnost was tasked with generating free publicity for the sweepstake offering this exclusive prize.

Objectives

  1. Create awareness for the Ajax and Feyenoord Classic;
  2. Generate media attention for the sweepstake and the corresponding epic experience during the weekend of the Classic.

Strategy

The epic weekend in and around the Amsterdam ArenA was predictably exciting to football and Ajax media. However, Ziggo also wanted this activation to be picked up by the national media. The challenge therefore lay in positioning the news in a way that made it newsworthy and interesting on a national level as well.

In view of the commercial importance of the activation, Glasnost proposed to launch the PR activities at one of the most anticipated moments of the football season: the publication of the competition schedule. The fact that this was the first time ever that anyone could stay in the Amsterdam ArenA overnight increased the significance of the activation many times over and it therefore became the focal point of the PR message.

To guarantee publicity, the largest national daily, De Telegraaf, got the exclusive and was allowed to publish the story before a press release was sent out to other media. An opportunity was created to allow the De Telegraaf photo crew to get great visuals of the Ziggo tiny house in the Amsterdam ArenA.

Results

The exclusive coverage in De Telegraaf together with the press release led to exposure in various other print and online media. The competition schedule announcement and the overnight stay in the tiny house were mentioned in 24 articles, of which 4 appeared in print media and 20 online. Additionally, dozens of social media messages were posted online. The combined media value exceeded € 340,000.

Credits

Consultant:
Account Director:

Result

€ 340.000,-PR value
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