Friday, May 29, 2009

The Power Of Brand Ambassadors

Arsenal Football Club has just wrapped up a fund-raising initiative, coinciding with the end of the English Premier League season.Citroën UK collaborated with the football club and donated a brand new C4. The car, dubbed the ‘Ultimate Arsenal Fans’ Car’ was designed by cartoonist Gerald Scarfe, whose diverse range of work includes designing and directing the animation for Pink Floyd's ‘The Wall’ as well as gracing theatre sets and magazines across the globe. First team Arsenal players Gael Clichy, Robin van Persie and Manuel Almunia met with the cartoonist back prior to the campaign launch in order to add their ideas on the look and feel of the car.Raffle tickets for the grand prize cost £2 each and around 6000 tickets sold, over £11,500 has been raised for Teenage Cancer Trust which has helped push the amount raised in Arsenal’s season long ‘Be a Gooner. Be a Giver.’ campaign to over £510,000 so far.

A prize that the winning fan would no doubt be proud to own and treasure aside, the support for a worthy cause also gives everyone else who entered the competition a feeling of goodwill for their relatively low entry cost, all resulting in Arsenal and Citroën looking like heroes at the end of the campaign. Just shows that simple ideas are sometimes so much more effective than complicated ones - if pitched at the right market.

Via - Arsenal FC