2018 FIFA World Cup. Brands in a race to score marketing goals

Exactly a year ago, Vivo triumphantly announced its deal with the International Federation of Association Football (FIFA) as the official sponsor of the 2018 and 2022 FIFA World Cups. The Chinese smartphone brand is sponsoring the Cup for six years, covering two tournament cycles, and is counting on this year’s global event to boost sales. Several other brands have a similar idea.

Aerated beverage major Coca-Cola has unveiled a multi-million dollar campaign for the World Cup. Aiming to leverage the excitement that builds around the tournament which runs this year from June 14 to July 15 in Russia, the campaign, by ad agency Ogilvy, encourages fans not to wait until the last minute to get a Coca-Cola for the perfect match.

Coca-Cola and its agency Mercado McCann have campaigns that will run in 200 different countries. While one will feature a fictitious football player from the video game, FIFA 18, the company has also launched a virtual ambassador. It has consolidated its series of television commercials under its new campaign ‘Being Ready.’

On its part, Vivo has launched its first-ever global brand campaign in collaboration with BBDO South China to celebrate its sponsorship. The campaign, ‘Unlock Extraordinary’ includes a global roll-out across markets with Vivo presence.

Campaigns on the go

The campaign is developed focussing on the belief that, deep inside, everyone is a piece of extraordinary waiting to be seen, which can be discovered through Vivo’s suite of cutting-edge technology. Sony Sports Network, the sports cluster of Sony Pictures Networks India, has unveiled #MeriDoosriCountry campaign promoting the World Cup. The campaign was launched in the presence of India’s football icon and former National Football team captain, Bhaichung Bhutia.

The broadcaster said the campaign film has been inspired by countless Indian fans who exhibit their undying passion by adopting their favourite football team once every four years during the World Cup.

The campaign will include Augmented Reality (AR) and Virtual Reality (VR) technologies.

Rajesh Kaul, President, Sports and Distribution, Sony Pictures Networks India, said, Sony Pictures Network has been associated with FIFA since the last World Cup in 2014. The ad film was shot across the country, especially in football-crazy States like Goa, Kerala and West Bengal.

Alcis Sports, from the promoters of Paragon Apparels, has an agreement with FIFA for manufacturing, sale and distribution of its 2018 FIFA World Cup Russia-licensed apparel merchandise in India. The apparel maker has teamed up with Flipkart to bring Indian fans the official fan-wear merchandise of the event on the latter’s online platform.

Going online

“Football has always been popular amon g fans in our country and it got a further boost when we hosted the U-17 World Cup in India,” said Roshan Baid, Managing Director, Alcis Sports.

Anuj Batra, President, Alcis Sports, said the mandate from FIFA would allow the company to showcase its manufacturing capabilities and prowess. “Alcis Sports is known for its advanced apparel technology. Besides online with Flipkart, products will also be available across our five stores and large format retail outlets such as Lifestyle, Shoppers Stop, Central, Globus and Sports Station.”

The licensed apparel range also incorporates country-specific merchandise for some fan favourites such as Brazil, Germany, England, Spain, Portugal, France, Uruguay, Belgium and Sweden.

Qatar Airways, the official partner and official airline of FIFA, is also preparing to unite football fans from around the world as it begins the official countdown. The airline is bringing fans from across the world to Russia.

Qatar Airways Group Chief Executive Akbar Al Baker said in a statement: “This year’s tournament is especially exciting, as it is the first to take place in Russia, an extremely important market to us.”

Last week, Qatar Airways launched a new 2018 FIFA World Cup campaign, featuring a re-recording of the classic song Dancing in the Street sung by renowned singer and TV star Nicole Scherzinger.