#MARKiesAwards MY 2021 highlight: Johor's football club scores goal with virtual stadium launch

Holding physical events proved to be a challenge to companies globally after the pandemic hit. Johor Darul Ta'zim Football Club (JDT) was tasked with its biggest challenge - how do you make a stadium launch virtual? This was considered to be an exceptionally tall task, especially when audiences would prefer to be at the stadium watching such performances. With this, JDT and ad agency Lakoo came up with the "Sultan Ibraham Stadium - The Legacy Lit Launch 2020" campaign. They managed to impress the judges, clinching the silver award for Most Creative - Experiential in the A+M's MARKies Awards Malaysia 2021. 

Challenges

The task of launching a world-class event came with a few challenges. Firstly, the stadium had to be filled with 35,000 people during the launch. However, this proved to be a challenge as the geolocation was far from the town centre. There was no access to public transportation, short of parking bays that were ready to use and also ongoing road expansions. The next challenge was the appearance of the HM Sultan of Johor, along with his Royal Family and VVIP. JDT and Lakoo had to ensure that the event went smoothly, especially when such an important guest was present.

Other than the added pressure of having to execute these events, JDT and Lakoo also had to be wary of the crowd and clusters on that day, especially with the pandemic happening. The last challenge was to deliver a "wow" factor that can be experienced by the live audience or the public who were watching it at home.

Strategy

Tasked to create a 360 campaign, JDT and Lakoo unleashed a strategy to connect with all the brand's touchpoints. The entire campaign covered the traditional aspects of activation and promotions. as well as experiential events for both online and onsite. 

In order to drum up awareness of the launch, Lakoo created a campaign name called "Legacy Lit" which referred to the new iconic landmark in Southern Malaysia. It was the mark of success and a proud icon for the people in Johor. The objective of this campaign was to create a strong sense of belonging to the audiences towards the brand. A teaser video, title "Declaration of the Champions" was released, to promote the upcoming launch of the event.

Additionally, Lakoo decided to incorporate an AR feature on the entry passes design as a teaser. There was also the crafting of the first iconic logo for the stadium. The logo represented a modern design, which attempted to make the audience feel that they had to be the first to experience the unveiling of the logo. JDT and Lakoo decided to call this the "Be Part of History" initiative.

As for the event itself, JDT and Lakoo came up with several focus points they wanted to take note of:

1. Before the audiences were allowed to enter the new stadium, a live stage music concert at the carnival area would entertain them, hyping up the ambience. The carnival booth would also be offering free giveaways and foods to ensure the audiences were well prepared for the event.

2. Entertained the live audiences with 30,000 units of RGB Led Ball that changes colour into a collective beautiful design and messages. It was programmed to respond for every single segment of the night.

3. A fireworks show which would be broken into two segments, during the launch gambit and grand finale of the event.

4. International and Malaysia’s top artistes live performances with a light and laser show.

5. A blue carpet interview session with the JDT coaches and players before the arrival of VVIP’s

6. Stadium-sized AR content that will cover most of the live broadcast field show and launching gambit.

Execution

In order to promote the Golden Passes and JDT's product for 2020, a "Lit Launch JDT Jersey 2020" event was conducted. Through this platform, Lakoo delivered all the brand value and messages to the audiences. It consisted of a one-day activation full of activities, live concerts, CSR programmes and the new stadium promotions.

1. Immersion room

2. Augmentation and VR

3. The experience for the fans in their hands

Results

The campaign proved to be a success, with 30,000 of the tickets sold out. The event also had massive coverage by the local media. It became the talk of the town for its experiential launching for the JDT new stadium. There were also an increase in applications for the JDT Visa Card, as a total of 3,800 people applied for it.