World Cup winner and Brazilian football icon, Roberto Carlos, was an AirAsia global brand ambassador, featuring in a number of campaigns for the brand including #WEAREALLCHAMPIONS and various ancillary based products.
From playing on streets of Garça and deciding to be a professional footballer at 12 to the amazing free kick against France and winning the World Cup, Roberto is the embodiment of the #DareToDream spirit and was a great partner to work with as his personality shone through in all the assets he was featured in.
The main campaign that was developed with Roberto as an ambassador was the #StillGotIt campaign in 2018 - a campaign built specifically for the 2018 EURO tournament.
Based on the idea that Roberto Carlos has done everything in football (he’s won domestic football titles, he’s a World Cup winner and he's managed clubs from all over the world) and tying it back to AirAsia and how the brand has done everything in the Airline industry (being classified [at the time as the] Worlds Best LCC 9 times in a row, the cabin crew is the worlds best too and also being the first ASEAN airline to make a global impact) the messaging focused on both champions in their respective fields and whilst there will always be doubters, they #StillGotIt
Working closely with Google on a specific type of media buy during the tournament, this tongue and cheek campaign looked to highlight Roberto's personality, a side that isn't necessarily shown in his partner placements. Each video was 6 seconds and had the objective of gaining brand affinity with sports during the tournament - a target that well exceed expectations.
Barber shop
Fans
Littering
Sprinter
Samba
To supplement this campaign, we also developed a Facebook canvas to test this new mode of engagement with football consumers. We bought media behind this
Lastly, campaign aside, Roberto also helped push the infamous Pak Nasser Nasi Lemak on all our regional routes. This page ad was featured on the AirAsia in-flight magazine, Travel360
We also worked with him to push the AirAsia Premium flatbed under the #StillGotIt campaign as the airline had won it 5 times in a row.
