The International Champions Cup (ICC) is the summer’s biggest club competition that hosts 18 of the world’s most renowned clubs spanning across three continents from North America, Europe and Asia.
CLIENT | The International Champions Cup (ICC)
OUR SERVICES
- Media Engagement
- Influencer Engagement
THE BRIEF
As a crucial component of the soccer calendar for its luminaries and next generation of stars, International Champions Cup (ICC) has been a launching pad for numerous emerging standouts over the years.
We were tasked to drive awareness and excitement amongst the Malaysian football fan community to be part of the first two editions held in Singapore in 2018 and 2019. These tournaments saw riveting matches with three European football titans facing off in front of crowds of over 100,000 a year.
INSIGHTS
Singapore currently retains its position as the only Southeast-Asian country to host it. Since 2017, the International Champions Cup in Singapore has showcased a megahit selection of the top European Clubs such as Arsenal, Manchester United, Tottenham Hotspur, Juventus, Atletico Madrid and Inter Milan.
OUR OBJECTIVES
To engage media and KOLs to drive buzz around the upcoming ICC tournament through enticing features and content.
OUR STRATEGY
To leverage on newsworthy assets such as media interviews and exclusive access to the tournaments to garner impactful coverage.
DELIVERY
Media Engagement
We were tasked to engage relevant media as partners throughout the campaign to run contest giveaways and generate awareness about ICC leading up to the tournament. Media partners were even given the opportunity to attend and cover the tournament with exclusive access to players and coaches.
We also ensured that all relevant press materials were sent to media in a timely manner, including events listings and press releases. We worked closely with the organisers to develop the narrative and draft the appropriate materials suited to the localised tone and manner.
Each year we engaged a pair of influencers who were avid football fans to attend the tournament and generate creative content on their social media platforms.
We also worked with a pool of unpaid influencers to host contest giveaways and create pre-tournament buzz.
Results
From the press release disseminations, media and influencer social media postings - we managed to achieve USD 1,251,443 or MYR 5,005,773 in PR value.
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