Make the most of the World Cup in 2018 www.tbkagency.com - tbk Group
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Make the most of the World Cup in 2018 www.tbkagency.com
Introduction 2018 FIFA World Cup Russia
As brands, retailers and service providers plan their
marketing for 2018, the inevitable question arises: how can
we leverage consumer interest in The World Cup without
being an official sponsor?
Not surprisingly, the few brands that are official FIFA
partners or World Cup Sponsors, are protected by a strict
code of conduct and FIFA have the power to withdraw
and penalise those brands that don’t play ball. So we’ve
teamed up with the IPM to help you play in this arena
safely and we’ve reviewed previous football based
campaigns to provide some interesting food for thought.
Our interactive World Cup Guide gives you a number of
tips and hints as well as a flavour of what can be achieved
with a little creativity. So if you have a World Cup ambition
or just want to jump on the bandwagon, tbk have the
know-how and expertise to help you reach your goals
without getting a red card.
FIFA Partners FIFA World Cup Sponsors
Contents
The Dos & Don’ts Using digital to Cost effective
of unofficial World engage Football means of
Cup activity Millennials delivering
stand out
Read more Read more
Read more
World Cup Creating brand Working with
case studies partnerships tbk
to reach new
Read more Read more
audiences
Read more
The DO...
...Play with combinations
DO...
...Identify any
DON’T...
...Use FIFA World Cup
Do’s &
of words to ensure synergies between 2018 trademarked
that, while the FIFA and Russia or football, logos or images in
Russia ‘18 trademarks and your brand. your promotion.
Don’ts
...
aren’t breached, the
association between
your brand and the
The recommendation
is to execute using a
single theme.
event is clear.
... of unofficial World Cup Activity DON’T... DO...
Every four years, the FIFA World Cup whips up an ...Offer World Cup ...Be creative –
2018 tickets as try and utilise the
unrivalled global frenzy that transcends borders,
part of your theme of football
generations, religion and language. As the world’s promotion. to your advantage
largest single-event sporting competition, it but without using FIFA
presents arguably the most powerful marketing or Russia ‘18’s protected
platform in existence. But fall foul of the FIFA logos, words, fonts,
guidelines and you’ll be in for some big penalties. symbols & trademarks.
Learn from the best
examples in recent
history… View
We’ve picked our favourite examples of World Cup
the case
exploitations to give you a flavour of what can be achieved
with a strong, insight based creative platform.
studies
Whilst they aren’t all our work, we’ve got the know-how
and expertise to pull off similar activations and help your
brand score big in 2018
Case studies Brand Examples Retail Experiential
Back to Case Studies
Watch the video
Pringoooals
Creative platform that is used at every football
opportunity as a back drop to classic promotions
and offers e.g. Free Football Shirts. It truly builds on
the snack-ability of the product with mates around
sporting occasions whether they are home or away.
Pringoooals was always accompanied with strong
POS support and retail display making the brand hard
to miss whatever aisle you’re in.
Coupled with social media activity, this activation
campaign generates sales and was a World Class
example of simplicity personified.
Back to Case Studies
Watch the video
Meet the Team
Carling positioned themselves as World Cup
promoters by offering consumers the chance
to meet the England Squad by entering a code
found on multi-packs. Secondary prizes consisted
of stadium style loudspeakers and although the
promotion was limited to 50 speakers per day it’s
quite interesting that this campaign was about
fan-ship where most other beer companies are
competing purely on price.
The creative part of this campaign was that
entrants were asked to share their England Team
Talk and this acted as a tie-breaker style elements
from which to award winners.
Back to Case Studies
Watch the video
Flavour Cup
A successful example of unofficial activity around
the hype of the 2010 WORLD CUP. PepsiCo urged the
nation to support new world flavours for their Walkers
crisp brand by launching the ‘Flavour Cup’. The campaign
had consumer participation at its heart to find the world’s
greatest crisp flavour by staging the Walkers Flavour Cup
in which 15 flavours competed to be crowned the world
champion crisp.
The campaign used social media buzz, consumer
participation and earned lots of national PR. The
campaign involved the creation of 15 new flavours
with Welsh rarebit coming top of the league.
Back to Case Studies
Watch the video
One Stadium Live
Sony launched a global social network dedicated to the World Cup
called “One Stadium Live”. It aimed to be the ultimate third screen by
amalgamating all the content from Facebook, Twitter and Google+
into one stream.
Sony enabled fans to connect with other fans across the world, and
share the sentiment of World Cup spirit. The innovative technology
claimed to be able to identify conversations about football (or in fact
any subject) and bring the best of the conversation into one feed
which was the Sony Newsroom team.
They focused on six languages of the 32 nations taking part to bring
all the conversations concerning those playing into one space. This
did leave out some of the largest countries in the world who did
not qualify such as India, China, Indonesia, Russia etc. but it was a
brave move and has to be applauded from both an investment and
innovation point of view.Back to Case Studies
Watch the video
House Match
We’re featuring this campaign because it shows the
power of football celebrities. The Adidas “House Match”
ad featuring David Beckham, Zinedine Zindane, Gareth
Bale and Lucas Moura captured the nation’s hearts and
minds when aired around World Cup fixtures. It’s a fun
look at football and shows that you don’t have to produce
over the top advertisements to create an impression on
audiences.
This, of course, doesn’t mean that the advertisement was
produced on a low budget! The ad celebrates the love of
football, humanises beloved sports icons, and does not
overplay the Adidas brand at all.Back to Case Studies Display Pitch Magnifying the pulling power of the ‘Big Night In’ occasion and the heightened opportunity that live televised sport offers retailers to increase sales, this integrated campaign included significant investment in the wholesale and convenience channel. Coupled with exclusive promotions in selected grocery multiples to help retailers maximise brand space, distribution and visibility Heineken’s in-store activation was both eye-catching and well targeted. Media in key cities increased awareness and helped to drive purchase levels to double digit growth – significant for the competitive beer market. Heineken continued to promote the hugely successful ‘Match Your Ticket’ and Star Treatment App, which has resulted in over 1,000 match tickets and 200 backstage passes being won by consumers. Giving consumers the chance to ‘live like a star’, the Heineken Facebook app also offered brand fans the opportunity to win tickets for an all–expenses paid trip to the UEFA Champions’ League Finals Party in Ibiza.
Back to Case Studies
Watch the video
World Cup Packaging
There is always a thin line between official sponsors and
unofficial ones trying to get in on the act by association.
Beer brands, TV retailers and food delivery outlets are
often the obvious ones to benefit the most from the World
Cup campaigns but QSR brand McDonald’s weren’t to
be outshone.
For the first time, the global chain changed its fries boxes
for the World Cup tournament, offering 12 different
World-Cup-themed designs featuring work from artists
commissioned from around the world.
The boxes also served as the entry point for an augmented
reality game that can be played on your mobile.Back to Case Studies
Watch the video
Streets of Brazil
Apart from Google’s infamous creative Google
Doodles, the search engine has done some
amazing work in celebration of the World Cup.
Google collected a series of “street views” on
Google Maps that took us to Brazil’s streets.
This enables viewers to take part in the action
and explore beyond the stadium. With this tactic,
Google used its current tools to produce valuable
content for audiences.Back to Case Studies Kick Off Domino’s activated a regional campaign in Malaysia and Singapore and did all it could to associate itself with the World Cup. This ran in Asia when all the games were in the middle of the night and when fast food delivery brands were expected to have storming business. The pizza chain ran a football orientated digital “kick off” game to give away an all expenses trip to Brazil. To participate, you simply ordered via their football themed app. In addition to trips, customers could win the usual iPads and TVs that every brand in Asia always used for nearly every promotion, however it did have the rather cheeky strapline of “football season is here”.
Back to Case Studies
Watch the video
Share the Passion
Not to be outdone, KFC bet everything on
perhaps the world’s most famous footballer,
Cristiano Ronaldo. He became its brand
ambassador in countries like Malaysia and
Singapore where passions ran high and
sales were low.
KFC spent all their budget on Ronaldo fees but
they were able to launch a KFC Ronaldo Variety
Bucket and Ronaldo Hot Box (not making it up)
in Asia and the Middle East.Back to Case Studies
Watch the video
‘Risk Everything’
During the 2014 World Cup, Nike ran a marketing campaign
in the New York City area that generated more buzz than the
event’s official sponsor, Adidas. From video content to extensive
media coverage, Nike got everyone’s attention with its Winner
Stays soccer tournament. The final match was played on the
flight deck of the USS Intrepid—a stunning backdrop.
Risk Everything was a series of innovative soccer-based
campaigns and a challenge to all footballers to take chances
and take the game to its highest and most entertaining level.
To harness and amplify that creativity, NIKE developed a 4 v 4
tournament unlike any other: Winner Stays. With a unique set
of rules and a winner stays on mentality that set out to crown
the very best.Back to Case Studies
Watch the video
Dutch Dress
Guerrilla tactics don’t get much smarter than this as it proves
that you don’t have to be an official World Cup sponsor to get
noticed as a brand. Bavaria, a small Dutch beer brand, wanted to
attract attention and cut through all the other promotional material
surrounding the event. Gift items were predominantly aimed at
men, but Bavaria looked to reach both beer-drinking men and
fashion-sensitive women with the DutchDress: an orange dress
marketed as a fashion item. Flashmobs of attractive DutchDress-
clad women were sent into stadiums during practise matches,
generating positive media attention. This tactic was repeated in
South African stadiums during the tournament. Sales of Bavaria
cans rose faster that the market 41% versus 12%; Bavaria’s top-of-
mind brand awareness and preference doubled and the Bavaria
promotion was unofficially declared ‘best promotion of a non-
sponsor during the World Cup 2010’.Back to Case Studies Giant Boot Pringles unveiled a giant lucky football boot, created from 1,500 Pringles cans. It asked supporters to go down to Wembley and give it a rub for good luck ahead of England’s friendly against Peru. Brazilian dancer Samara Reis posed in the lucky boot like a glamorous Mother Hubbard and this created some interesting photo opportunities. The campaign was deemed a success as it generated national coverage that was worth significantly more than the cost of the stunt.
Back to Case Studies
Watch the video
‘Up for Whatever’
In 2014, Bud Light made a conscious effort
to reach Millennials by taking over a ski town
and hosting a weekend of partying. “Up For
Whatever” was regarded as a phrase that speaks
directly to young people—especially when it
comes to food and beverages!
The beer brand ensured this appeared to be a
fun and visually appealing location by making
it truly accessible. It laid on specially branded
buses to transport more than 1,000 attendees.Using digital to engage Football Millennials
Top
Keep Ensure your
branding to TOV is in
Tips
a minimal to line with
encourage viral your target
distribution audience
Ensure that Avoid making Incentivise
any digital digital feel consumers
content corporate on your to provide
has real own website – data
entertainment feed content into
value high traffic areasCost effective means of delivering stand out...
Top
Think category Don’t invest
growth rather in permanent
Tips
than brand quality for
switching temporary
usage
Collaborate Think BIG Don’t invest
with retailers with display - in temporary
rather than freestanding quality for
work in with product semi-permanent
isolation integration displays
works bestCreating brand partnerships to reach new audiences
Top
Co-create ideas Ensure your
and executions customer
Tips
with partners journey is
for true as simple
collaboration as possible
Develop Research Explore fixed
your brand mechanics with fee insurance
partnership consumer panels to protect
before your before commiting against over
idea redemptionWorking with tbk
GROUP A GROUP B
Turning a football Making a World Cup
ambition into a idea world class
winning campaign
GROUP C
Ensuring you don’t
get a red cardGROUP A
Turning a football ambition
into a winning campaign
£10,000* + VAT
1. Face to face briefing session where we
capture the information & data we need
2. Insight generation & development
3. Tissue session to share mechanics
& campaign platforms
4. Consumer or shopper testing
5. Full proposal with activation plan
*Excludes implementation budget & supportGROUP B
Making a world class
idea world class
£5,000* + VAT
1. Face to face briefing session where we immerse
ourselves into your market & existing idea
2. Insight generation & development
3. Creative brief sign off
4. Full presentation with activation plan
*Excludes implementation budget & supportGROUP C
Ensuring you don’t
get a red card
£2,000* + VAT
1. Face to face briefing session where we immerse
ourselves into your market & current thinking
2. Channel analysis & objective setting
3. Communications hierarchy by channel
4. Key date timing plan
5. Scope Of Work presentation
6. Compliance check
*Excludes implementation budget & supportThe Big Kick Company Limited Confidentiality and Intellectual Property Rights Notice. Copyright and all other intellectual property rights contained within this document, including all the appendices, drawings and mock-ups that go with it, belong to The Big Kick Company Limited. You must not copy, store in any electronic form, or otherwise reproduce the whole part of this document or use the information contained therein except within the express written consent of The Big Kick Company Limited.
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