Sport: Arsenal star Robin departs club by 'van'

Before the current Premier League season kicked off, bookmaker Coral asked Cow to come up with a PR stunt to connect with its core male audience and football fans.

Van Persie: Cow PR played on rumours he was leaving Arsenal
Van Persie: Cow PR played on rumours he was leaving Arsenal

Campaign: Removal Van Persie
Client: Coral
PR team: Cow PR
Timescale: July-August 2012
Budget: Under £15,000

 

Objectives

  •  To deliver national news coverage
  •  To create content with social media viral potential
  •  To provide an internal boost to Coral staff.

Strategy and plan

Cow used the uncertainty over whether Arsenal's Robin van Persie would stay at the club as a hook. The team based activity on the likelihood he would leave. A van was hired and transfer gossip was monitored. When the news broke that Manchester United had agreed to sign him, the team parked a 'Removal Van Persie' van outside the Emirates Stadium. Photos and video footage were released to the media, with images seeded on Twitter.

Measurement and evaluation

The activity created more than 50 pieces of coverage, including in The Sun, Daily Star and Metro, and on Telegraph.co.uk. Within hours #removalvanpersie was trending across the UK.

Results

Coral cited the stunt as its most successful consumer PR and social media activity. The stunt reached an estimated 1.3 million people on Twitter in a day.

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