Celebrate 125 years of football. Celebrate the Arsenal way. Celebrate an exciting new away kit and the club's explosive origins. Our Explosive Arsenal since 1886 campaign, started with a 'fuse' billboard and viral tease. The fuse was lit 24 hours before reveal and even had a painted fuse from a London billboard tracking all the way to the product area at the main Armoury store. Reveal day saw billboards around key fan connurbations, a 2 minute viral reveal with a Wenger voiceover, web banners and splash page, complete with a full instore POS package. Explosive… you betcha. Pre-order forecasts were smashed. Boom.
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