|Title||DAVAO AGUILAS FOOTBALL CLUB: BRINGING A NEW PH FOOTBALL CLUB TO NEW HEIGHTS!|
|Brand||DAVAO AGUILAS FOOTBALL CLUB|
|Product / Service||FOOTBALL CLUB|
|Category||C01. Use of Digital in a PR campaign|
|Entrant||CHARMAINE CRUZ Kuala Lumpur, MALAYSIA|
|Idea Creation||CHARMAINE CRUZ Kuala Lumpur, MALAYSIA|
|Media Placement||CHARMAINE CRUZ Kuala Lumpur, MALAYSIA|
|PR||CHARMAINE CRUZ Kuala Lumpur, MALAYSIA|
|Charmaine Cruz||Independent PR Consultant||International PR Specialist|
|Mickey Sanchez||Davao Aguilas FC||Deputy CEO|
The campaign used both a 'story-telling' and 'play-by-play' approach. Integrating a creative strategy that understood how minds of football fans work. Stories were told in instalments, teasing the minds of the fans, giving them an insight as to what the players were doing, what the club was up to, among others. It utilised the story telling approach which had the intro, climax and denouement included in the PR campaign strategy. The drama of the campaign so to speak, unfolded within 3-months.
Around 14 press releases were released, over the period of 3 months. The stories utilised a story telling approach, teasing the minds of its audience. Creating interest and using curiosity to garner more support from fans, media and sponsors. The PR Campaign used both traditional and digital media, with a messaging strategy embedded in both cognitive and behavioural psychology concepts. Making it more powerful and forceful in its messaging strategy. The PDF links report included in this entry would show the various 584 links, which came out in the various media outlets, which included Fox Sports Asia, ABS-CBN, GMA7, Rappler, Businesworld, etc. Separate messaging strategies were also used for both traditional and digital media. Press events and media appearances were also held within the three-month campaign period to reinforce the messaging mix. A 'live campaign' approach was also used, wherein strategy is tweaked on an almost daily basis.
Close to 600 links and tweets came out, including major media outlets and bloggers alike. Club had exposure regionally (within Asia), nationally (in Philippines and locally (in Davao and Mindanao). Media values are estimated at least at USD 2,000,000 and PR values are at least USD 6,000,000. This is computed conservatively at USD 4,000/link or post x 500 posts. There are 584 posts, computation is conservative. It was able to accomplish the goal of creating awareness about the club. Which was geared towards 3 goals: getting sponsors, signing big named Filipino players and gaining crowd support. Club was able to sign San Miguel Corporation, sign biggest names in PH football such as Phil and James Younghusband, Simone Rota, Jason de Jong (all signed during transfer window in July), and lastly club had biggest crowds in the league's history. Club had crowd of at least 4,000 each time it played in its home pitch in Davao del Norte, in Mindanao.
This Digital PR campaign commissioned by Davao Aguilas FC (DAFC), shows that it is possible to launch an intense, massive digital campaign given a limited budget. The campaign employed a messaging strategy that gained the attention and support of huge media organisations such as Fox Sports Asia, ABS-CBN, GMA 7, among others. For a new Philippine football club hailing from Mindanao, it enjoyed significant PR mileage. It also got regional exposure via Fox Sports Asia. The campaign also had an offline component, utilising traditional media such as print, TV, etc. Over 500 online and social media links were tracked.
Target audience included football fans and sports fans alike. The target media included top media organisations and also bloggers. Major organisations such as Fox Sports Asia, ABS-CBN, GMA, Sun Star, Manila Times, etc. Bloggers were also part of the target audience and they also released stories. A live PR campaign approach was used, wherein strategy was changed on an almost daily basis. Wherein, the comparison can be that of having a conversation with media, eliciting feedback and changing the live campaign as it went on for 3 months.