Arsenal Football Club - Old Rivals. New Era

Challenge

To get Arsenal, and next-generation sports fans to attend the Arsenal Women’s North London Derby. A game that marked the first time Arsenal Women had played their local rivals in front of a home crowd at Emirates Stadium. 

Idea

Designed a campaign to engage new audiences, crafting the hero line, ‘Old Rivals New Era’. Developed a fresh creative, executing a communications campaign across PR, influencer channels and OOH.

To support this, we hosted a series of exclusive media days with traditional sports media, introducing players to new titles across hype, trend and lifestyle publications. By targeting cultural influencers and football communities to promote the campaign on their social channels, we further engaged new audiences to attend the Women’s North London Derby.

Impact

    - Record-breaking attendance

    - Over 40 pieces of coverage – including features in The Face, Hunger, Hypebeast,Sky         Sports and Copa90

    - Engaged with unpaid talent across lifestyle, music, fashion and arts to support, promote         and raise awareness of the game generating a combined reach of 4.3 million across         Instagram and Twitter. Key talent names include Katy B,Amelia Dimoldenberg, Joy         Crookes and Emerald Lewis. For some publications, it was the first time they’d ever         covered a women’s football match.

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