AFC ASIAN CUP
The AFC Asian Cup is an international association football tournament run by the Asian Football Confederation, the governing body of Asian football and one of the six confederations making up FIFA.
The AFC Asian Cup is one of the biggest sporting events in the world, with the winning team crowned champion of Asia. Australia joined the Asian Confederation in 2007 and hosted the Asian Cup in 2015.
In Australia, soccer is not as popular as many other Australian sports and the tournament didn’t have name recognition in Australia, especially within the diaspora communities. They knew people would turn up to watch the Socceroos, but had no idea who would turn up to watch the non-Socceroos games. Added to that were concerns about Australian immigration and visa restrictions for traveling fans, and a draw that covered five cities.
There were very real concerns within the organisation and the Australian media that they would be unable to draw large crowds.
Red Elephant believed that the event could be a success. Starting with very structured research, focused on raising awareness of the event, and subsequently on driving ticket sales.
Red Elephant partnered with over 100 high performing multicultural media outlets with targeted campaign messaging. They appointed over 280 community ambassadors and influencers to run a grass-roots communications campaign and to drive ticket sales. Red Elephant organised 200 community events with over a million individual touch-points and, to access the international segment, worked with inbound and outbound tourist agencies and connected local communities with tourists to build engagement.
Not only was the event a success, there was a huge profit thanks to an audience of 650,000 spectators – a results exceeding the target by 180%. In the multicultural space, 212% of the target was met with over 383,000 spectators: record-breaking crowds in Australia.