AFF Mitsubishi Electric Cup

AFF MITSUBISHI ELECTRIC CUP

The brief: Cover AFF's semi-annual regional club competition via official social media platforms and website including live match coverage, branded imagery and video content, unique and brand-specific graphic design, and editorial coverage.

OUR WORK

Backheel Media partnered with SportFive to run the ASEAN Football Federation's Facebook, Twitter, Instagram and TikTok for the 2020 and 2022 editions of the Mitsubishi Electric Cup.

Coverage included everything from written match previews to inventive graphic design, live on-ground coverage, and a range of content in between.

MOBILE CAPTURE

Combining broadcast footage, on-ground videographers, and mobile capture footage to engage AFF Mitsubishi Electric Cup fans throughout the region on Tik Tok, Instagram, YouTube Shorts, and other leading platforms.

GRAPHIC DESIGN

Along with a look to the past, we also celebrated key moments throughout the tournament including player birthdays, group announcements, and historic milestones set during the 2020 and 2022 editions of the AFF Mitsubishi Electric Cup.

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BE THE GAME CHANGER

To build up to the 2022 edition of the tournament, we worked with SportFive to identify legends of the tournament's past that embodied the #BeTheGameChanger campaign and filmed a series of interviews in five different countries in the region.

SOCIAL MEDIA RESULTS

4.3m

FOLLOWERS

21%

INCREASE

2.4b

1.1b

252m

IMPRESSIONS

TOTAL REACH

TOTAL ENGAGEMENTS

22%

74%

756%

INCREASE

4.3b

VIDEO VIEWS

839%

INCREASE

MORE OF OUR WORK

AFC TOURNAMENTS

EAFF CHAMPIONSHIP