AirAsia became an Official Supporter of the AFF Suzuki Cup 2018 – aligning the carrier with the region's premier football competition. It was the first time AirAsia, which flies to more than 130 destinations in Asia Pacific – including to all 10 ASEAN nations – has supported the popular biennial tournament.
AirAsia's involvement was heavily brand related, looking to capitalise on the fact that the brand was in all the markets that the games would be played. For the digital side, we worked with football content specialises, DUGOUT, creating a series of digital content pieces of die hard team fans as well as in-game fan experiences from the stands.
From an on-ground perspective, we worked with Lagardere Sports on developing a 'decibel meter' activation during some of the matches, which pitted fans from each team in a contest to see who could make the most noise!
In addition to these activations, we also worked with the national teams themselves - providing assistance in helping them fly between the host nations.
Programme ad in all the match booklets during the tournament
Full highlights of the decibel meter activation, featuring most of the teams that participated in the tournament
A social snippet that was built to further amplify the decibel meter activation on our social channels
#FeelingTheColour was the content series developed in partnership with DUGOUT on the most die hard fans of each of the teams participating. These pieces were found on YouTube as well as the DUGOUT Asia platform, gathering over 4m views regionally over the duration of the tournament.
All the content that was created for the AirAsia channel can be found HERE
