#WearYourPride

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The Brief
As part of their pitch to bring sports to the grassroots level, FOX Sports acquired the broadcasting rights for the AFF Suzuki Cup. This international football tournament features national teams from South-East Asia. Here in Malaysia, the national team enjoys massive support across the country, and the tournament is closely followed as a national sporting event.

To make the most of this unique moment in the Malaysian consciousness, the FOX Sports team was tasked with creating a social media campaign to ignite the passion of local sports fans.

The Idea

The Malaysian national team is known as 'Harimau Malaya', which translates to 'Malaysian Tigers'. This characterisation was the inspiration for the campaign idea.

To increase the fever surrounding the team at the Suzuki Cup, the brand announced that wild tigers were loose in the city. This was followed by 'tiger sightings' and mentions, plus engagement opportunities on social media.

Visual Identity

‘Tiger orange’ was introduced to the existing FOX Sports colour palette for this campaign. While staying true to the existing brand identity, the team integrated elements of the sport into the brand collateral. For example, replacing the letter ‘O’ with a football throughout the copy.

Stripes and Stickers

The sticker-like treatment on typography, coupled with the juxtaposition of tiger stripes with vibrant colours, helped bring out the passionate, youthful, and bold side of Malaysians.

#WearYourPride

In order to stay up-to-date with the fans, we created a photo contest using an AR filter on Facebook where they could unleash the tiger in them. Their prize? The chance to watch their beloved team live by winning free tickets to the football match.

Try it for yourself:

https://www.facebook.com/fbcameraeffects/tryit/891490607906305/

Malaysians with a patriotic heart never hesitate.

We kept the momentum going with a series of fun engagement posts.

From predicting scores and 'catching the stripes' to choosing your type of tiger, every Harimau fan had a chance to explore the different facets of their love for the team.

The Result

During the contest period (from 29 October, 2018 to 25 November, 2018), spikes appeared in terms of page followers and social engagement. We created a buzz among fans on Facebook, increased brand awareness, and managed to leave our mark on Malaysians around the country. Truly a result that roars!