The 12th Warrior campaign.
Warrix is the official licensed producer of high quality sportswear for the Thai national football team. The Thai-owned company uses high-tech materials to produce sports shirts to international standards, and recently expanded to overseas markets after being appointed official sportswear producer and sole official licensee for production of the Bardral URAYASU jersey used by the Japanese futsal club.
Football is an all-consuming passion that rings throughout Thailand, with many Thais having a favourite English Premier League team they follow. Thailand also has its own exciting domestic league completion with a strong following among Thai supporters, and even some expats who attend league games.
Until recently, all Warrix media communication and public relations activities have been conducted in-house and in Thai language only. Vivaldi’s core brief was to increase the international appeal of this leading garment company, and raise its profile to be among the best sportswear producers by widely communicating its licensing victories.
Vivaldi was chosen for its market-best media relations, blogger connections, its deep skills in employing traditional PR expertise as well as its experience in managing all aspects of media events.
Warrix first launch event was became talk of the town, the Kick off campaign “We are the 12th Warrior” conveys the meaning to Thai fans that always unite and fight together alongside the Thai team. Most importantly, this is the first time that the Thai Football Team colour has been powerfully presented in black; a colour that represents the strength and soul of the Thai nation uniting as one to stir up the kindred spirits of football fans. Such concept used to communicate the mutual spirit of cheering the team and players as with one heart and one mind. No matter where we are, the 12th warrior can express the power and pass on the courage to all Thai players to fight for victory. The newly-designed Thailand Football National Team jersey utilizing the latest technology to produce a shirt to an international standard of quality and to increase opportunities for Thai football players as well.
The launching ceremony is honourably attended by Pol. Gen. Somyot Poompanmoung, President of Football Association of Thailand, together with the Thai National Football Team and staffs, plus football fans who warmly join to witness the next big step for their favourite team and attend as “The 12th Warrior” to celebrate this great occasion.
Vivaldi used Warrix’ s “Rise up as the 12th Warrior” concept to best connect the brand to sports fans in Thailand, and made the general public a part of the Thai national football team’s campaign in the 45th King's Cup football tournament held at The Rajamangala National Stadium Bangkok. We also positioned the company as an ambassador for Thai domestic production for export, highlighting a visit by VIPs from Japan who came to witness the signing agreement when Warrix was appointed licensee for Bardral URAYASU.
Vivaldi created a gossip news-style photo story and showcase through the use of a sports-themed fashion show. Football representatives Sinthaweechai Hathairattanakool, Charyl Chappuis, Kawin Thummasatjanon and Adul Lahso, national heroes in Thailand, led a fashion parade to demonstrate the latest designs by Warrix. The media attendance and ensuing coverage related to this event was massive.
Vivaldi also boosted Warrix’s retail efforts, bringing news of Warrix’s pop-up and fixed shirt sales locations to a wider audience. We also used other traditional PR approaches such as biography promotion and industry ‘thought leadership’ to enhance communication reach and build trust with potential partner companies for Warrix and also the Thai sports-going public.
Key Results within 6 months
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Total Clipping within 6 Month is 494 Clipping (average 83 Clipping per month).
Total PR Value within 6 Month is 115,160,162.00 Bath (average 19.2 million Bath per month).
Total number of 181 Print coverage and 265 Online coverage and 48 TV Program coverage.