Dancing with Arsenal in Africa

As part of our extensive work with Guinness in Africa, TBA have again been in Nigeria but this time with three Arsenal players, celebrating the team’s new relationship with Malta Guinness - the official malt drink partner of Arsenal in Nigeria, Ghana and East Africa.

The TBA team worked with Guinness and Arsenal to take Lucas Podolski, Per Mertesacker and Bacary Sagna out to Nigeria to bring the excitement of this new relationship directly to the consumers. Arsenal is one of, if not the most popular EPL team in Nigeria.  If you think you know your stuff, meet the Nigerian fans and their encyclopedic knowledge of all things ‘Gunners’. 

The players took the concept of a player appearance to another dimension and made history by dancing with the brand’s street dance crew in the Malta Guinness Low Sugar Workout. Check out the footballers’ moves in the video below – already very popular on youtube, it neatly gets the brand’s messages out to a far wider audience..  and in 6ft 7’ Per Mertesacker’s showcases his hitherto unknown (and genuine) talent for street dancing!

TBA then arranged “An Evening With...” event, where two hundred more consumers were able to interact directly with their heroes and put questions to the footballers and learn more about the healthy lifestyle that Malta Guinness promotes.  The players stepped up and repeated the dance to the delight of the live audience.  A heady combination of consumer passion points; good music, great footballers and quality product created some fabulous, funny, authentic and rich content that captured the imagination of the wider Nigerian fan base as soon as it went viral.

In the run up to the much anticipated team trip next year, the Arsenal Player tour seems to have hit the mark.  It successfully engaged consumers around their number one passion point – football – with the most popular team in West Africa.

Bring on the game...