IT'S ALL KICKING OFF !
The brand campaigns and IP
Challenges of 2014 FIFA Wold Cup Brazil
It is all kicking off, and in more ways than one!! The cost of Nike England football shirts at £90 - outrageous! Truly outrageous for a national side that are unlikely to reach the Quarters!
The launch of the 2014 FIFA World Cup Brazil Official and unofficial Big Brand campaigns: adidas, nike, Coca-Cola and Pepsi, Hyundai and Peugeot.
ADIDAS - Brazuca..."Around the world" .....ummmm! Different and a tad tame…the creative idea is a camera in the official football. Even though they are the official partner I am not sure that this idea has heated up yet, although the 3m YouTube views would say differently!
ADIDAS however have hit gold with their Leo Messi #FASTORFAIL
campaign: interactive, online, fun and gamification combined…and great to waste 15 minutes online with as well!
NIKE too
has launched their summer offering ahead of the World Cup, "Risk Everything",
focusing on their football talent of Neymar, Ronaldo and Rooney. A cool, some would say cold, brand film that feels a little sterile.
COCA COLA "The World's
Cup" - Genius simplicity, but a well thought through execution and a
wonderful brand film created by Widen & Kennedy Sao Paolo. “Coca-Cola wants
to celebrate real people playing football, demonstrating how the game is a
force for a more inclusive and connected world.”
The ad is supported by a range of content,
including documentary-style short films themed “Where Will Happiness
Strike Next”, with subjects ranging from a blind team in Brazil to a group of
grandmothers in South Africa, as well as an original musical anthem and, as
seen on their website, a FIFA World Cup Trophy tour.
However with the POWERADE brand there is indeed power in the story behind the ad: "There is power in every game". It is always great to see disabled athletes in big brand ads alongside able bodied athletes, and Nico's story is a great passion point for the brand.....this could have been the braver ad for such a powerful brand rather than the subtext?
However with the POWERADE brand there is indeed power in the story behind the ad: "There is power in every game". It is always great to see disabled athletes in big brand ads alongside able bodied athletes, and Nico's story is a great passion point for the brand.....this could have been the braver ad for such a powerful brand rather than the subtext?
PEPSI – I have always been
a fan of Pepsi so I love the youthful energy of their "NOW" campaign that follows the universal theme of living
in the present moment, Carpe Diem and all that jazz...speaking of jazz the
soundtrack is by the excellent singer Janelle Monáe, who performs a fresh take
on David Bowie’s iconic classic, “Heroes”, and the new digi-social hub website
looks truly brilliant: http://www.pepsi.com
Adding an interactive dimension to its campaign, Pepsi MAX is using interactive gaming on every Pepsi Max pack. Consumers can unlock exclusive video content on their mobiles and play an augmented reality football game using the Blippar app.
As their CMO says: “Our content plan to capture this spirit celebrates the creative passion of footballers with music and how both of these awesome forces inspire us to "LIVE FOR NOW."
PEPSI: “Now is what you make it” #futbolnow https://www.youtube.com/watch?v=KefIe0xwD6w (850k views)
NIKE:
“Risk Everything”
………..and of course the first IP challenges, both from car
manufacturers, including the official sponsor Hyundai and also
the cunning marketing team from Peugeot!!
Peugeot has paired up with Facebook to launch a digital
campaign, “Kick It To Brazil” which it has been running since 1999, which the
car manufacturer says is to “advance its social and environmental
responsibility goals in Brazil”. Peugeot has already planted 2 million trees of
50 different varieties so their CSR is sound.
Billed as “an international adventure of social responsibility and solidarity”, the brand is inviting fans to choose what happens to the football and share their experiences on Facebook, Instagram or the “Kick It To Brazil” microsite. A short video clip will be generated and uploaded by Peugeot on Facebook each day.
Peugeot “cunningly” denies any ambushed association with the World Cup…of course!
With Hyundai and Kia motors the official partners of 2014
FIFA World Cup Brazil they have teamed up with Copa90, the largest independent
YouTube channel, with a competition giving fans the chance to win a VIP trip to
the tournament in Brazil.
The partnership builds on research by YouTube that said
that 10.4 million football fans are online and 4.5% of them are heavy YouTube
users.
However with Hyundai’s recent advert “Hexa Garantia” they
have also allegedly breached the rights of The Brazilian Football Confederation
(CBF) by stating that if the Brazilian national team win the competition for a
sixth time (the Portuguese word “hexa,” means “sixth,”) – they promise to extend
the warranty from five to six years.
Hyundai is an official partner of FIFA, but the CBF’s
partner is German manufacturer Volkswagen and as the lawyers wrangle it would
seem that Hyundai is allowed to market its advertising around the tournament
but the CBF claims it cannot refer to Brazil’s national team.
p.s. Hyundai, facebook don't like you forcing fans to like you anymore!!
Some great content, some less so, but you be the judge and jury...
