FOOTBALL POP UP PARTY
PUMA chose Shanghai as the location to unveil its show-stealing new Manchester City’s 2019/20 Season Third Kit. Pure took this event from being just another launch to being a city moment for both football fans and the uninitiated. A city-wide football party in Shanghai kicked off Manchester City's four-match pre-season tour of Asia, pulling together the Bund, the Hongkou Stadium and HKRI Taikoo Hui for the ride.
This was a classic example of Pure's project management prowess making it possible to conduct several simultaneous activations at once to create a greater holistic spectacle.
A FOOTBALL MOMENT BECOMES A CITY MOMENT
With the roof of the Peninsula Hotel providing an outstanding backdrop for the launch moment, the party was a dazzling combination of fashion, music, dance and other elements, immersing the city in hues of the football club and its new kit design. Performances from the PUMA Hustle Crew, Ye Ziming, DJ Xanthaus Bae and Danny kept energy levels high for the dazzling unveiling ceremony against the skyscraper skyline backdrop.
MANCHESTER MEETS SHANGHAI - CONTENT CREATION
The event location served a dual purpose - aside from hosting the launch party, The Peninsula also provided the perfect location to bring the players, the new kits and the city of Shanghai all together. Using the hotel's helipad, which posts epic 360 degree views, drones were used to create a range of content that celebrated the launch moment in style. This is a testament to Pure's unique perspective, always considering an event as more than just an event, and plugging in new ways to create more buzz and richer, deeper content for communications work.
上海半岛酒店的屋顶为活动开幕提供了一个绝佳的场景。这是一场集时尚、音乐、舞蹈和其他元素为一体的盛宴，将城市沉浸在足球俱乐部及其最新设计中。在天际线的背景下，《美洲狮》剧组、叶子明、DJ Xanthaus Bae和Danny的表演振奋了在场的嘉宾们。
当曼彻斯特遇见上海 — 创造内容
FANZONE IN THE HEART OF THE CITY
A specially constructed fanzone featured a range of Manchester City interactions including a digital jersey photo screen, player meet-and-greets, and a trophy display. Crowds swarmed to get a glimpse of their favourite players as well as a experiencing the thrill of football culture from a range of angles.
DIGITAL MEETS REAL WITH E-GAMING
Sport's relationship with the virtual world continues to grow closer, and Manchester City is no exception. A sprawling e-gaming arena in the heart of HKRI Taikoo Hui showcased a range of mobile and online games for visitors to try out, learning more ways to engage with the sport than casual spectating or physical exertion. Live competitions drew in the energy throughout the two-day event.
On the Case
It's hard to condense months of strategy, layers of execution and holistic planning into a single photo shared on social media, though that's often what happens!