What's up with the F.A. Cup?

• Teaser campaign says F.A. Cup stolen
• Campaign includes eDM and DM components
• Includes YouTube video
  

Regional - A teaser campaign declaring one of football's most beloved prizes, the F.A. Cup has been stolen has been making the rounds in the last couple of days.

Two days ago an eDM with the subject line ‘Fans Angry. Players Shocked. As FA Cup Disappears' opened up to reveal copy which read:

"The prestigious Football Association Cup, better known as the FA Cup, was reportedly stolen. Security footage shows a hooded person entering the premises. Seconds later, night watchman Ronald Wooster discovered the dazzling trophy missing from its cabinet.

Sadly, this is not the first time this has occurred. The first time was in 1895. Almost 60 years later, the thief admitted that the cup had been melted down to make counterfeit half-crowns."

The eDM linked to a YouTube video claiming to show the footage of the F.A. Cup being stolen - and has garnered over 1000 views - while most comments posted questioned the credibility of the video post.

"Can't be the FA Cup lah! Am sure it's some publicity stunt. Would be interesting to see how this unravels itself," was one of the more reserved comments posted.

But industry players such as Grey Group Singapore's Subbaraju Alluri said the campaign has managed to get people talking at least.

"The campaign looks quite interesting and we are wondering what it is all about. It has definitely created a buzz and we are curious to know more," he said.

Grey's SubbaRaju was also just one of a select target audience to receive the second component to the teaser campaign - a DM copy of The Straits Times which featured a cover wrap with similar copy to the eDM.

While in Malaysia, selected agencies received a similar DM with a copy of The New Straits Times.

"I think it's a good guerrilla idea," Rahul Thappa, MD for MindShare Malaysia said.

"It sounds like a guerrilla campaign for a TV network. I don't know what they will come up with tomorrow but if they don't follow up [tomorrow] it will be a waste because non-advertising people have more work to do whereas this is our life and we choose to remember these things," he said.

"People outside of advertising don't pay much attention to the clever work we do."

Stay tuned.