Citroën – Arsenal fans car

Citroën, the Official Car Supplier to Arsenal FC, signed an initial sponsorship deal with the club that did not include access to the first team squad.

In spite of this, the challenge was to develop a campaign to deliver ongoing non-automotive, branded coverage throughout the season.

Our fan insights showed that fans wanted ways to communicate ‘directly’ with their team or manager, and support the club’s ‘Be a Gooner be a Giver’ charity.

We created an initiative with the Teenage Cancer Trust – the club’s beneficiary charity for the season – to develop the ‘Ultimate Arsenal Fans’ Car’, to be raffled throughout the season to raise funds.

World famous cartoonist, Gerald Scarfe, joined forces with Arsenal players Robin Van Persie, Gael Clichy and Manuel Almunia to interpret the fans’ designs which had been captured by the Club website.

Results included:

• x14 national press coverage
• x5 national broadcast incl. Match of the Day
• Coverage appeared in 100+ countries worldwide
• £47,500 funds raised for charity
• 2,211 fan contributions