Project Overview:
Objective: Introduce AIG to the local Malaysian market, leveraging their sponsorship of Manchester United.
Responsibilities: Art Direction, Creative Campaign, Creative Design, Photography, Brand Communication, Publication.
Design Concept - AIG's Manchester United Gimmick Campaign:
Context: AIG was a newcomer to the Malaysian market and sought to establish a strong presence. They were the main sponsor of Manchester United, a globally recognized football club.
Creative Direction:
Leveraging Football Fever: Recognizing the enthusiasm for football in Malaysia, the campaign aimed to leverage Manchester United's popularity to capture the attention of the local market.
Front Page Takeover: The bold idea was to use the front page of The SUN publication, typically reserved for advertisers, to create a design that would mimic the look of a major news story.
Design Elements:
Front Page Dominance: The campaign utilized the premium advertising space on the front page, immediately grabbing the reader's attention.
Mimicking News Headlines: The design resembled a breaking news headline, announcing that Manchester United was coming to Kuala Lumpur (KL).
Messaging:
Creating Buzz: By presenting it as a breaking news story, the campaign generated buzz and excitement among the local crowd, especially young professionals ("yuppies").
Call to Action: The design encouraged readers to visit AIG's link, driving them to learn more about AIG's offerings.
Outcome:
Brand Laureate Award: AIG received the Brand Laureate Award for the best product insurance for 2007-2008 due to the campaign's success in raising brand awareness.
Realization of the Campaign: In 2009, the Manchester United team visited Malaysia for a friendly match with the Malaysian team. This event validated the success of the campaign as it demonstrated AIG's strong association with Manchester United in the eyes of the public.
Key Takeaway:
The AIG Manchester United Gimmick Campaign effectively utilized creative design and strategic placement in a publication's front page to create a buzz, capture attention, and establish AIG as a prominent player in the Malaysian market.
This campaign not only garnered accolades but also translated into real-world success when Manchester United visited Malaysia, cementing AIG's image as a major sponsor and insurance provider.
Newspaper Wrap up Design+
