Sound Ideas WEB copy

A World Cup campaign to score with consumers

Jun 07, 2018

The global sporting calendar’s biggest event is almost upon us – and with the scope and scale of the World Cup’s audience, it’s no surprise brands are aligning themselves with the competition in every way they can. With kick-off just days away on June 14th, we explore how creative, engaging World Cup content is connecting with consumers on all four corners of the globe – and discover how every business can achieve similarly powerful results with audio branding.

The global reach of the World Cup cannot be overestimated. According to figures from FIFA and Kantar Media, the final of the 2014 competition in Brazil reached a global in-home television audience of 3.2 billion – beaming straight to viewers in key international markets including the United States, Germany and the UK. This year, this figure is predicted to rise to 3.4 billion. And this audience isn’t merely present – they’re primed to engage. Data technology company GlobalWebIndex surveyed more than 34,000 World Cup fans on this topic, with 54% claiming to be brand conscious, and 63% stating they were loyal to brands once they’d engaged with them. Therefore, it’s clear that this is a valuable consumer base for companies to tap into.

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The World Cup audience is ripe for engagement, but when it reaches across the globe, companies need to ensure their marketing reflects this in order to really strike a chord. Already this year, many brands have delivered diverse campaigns that illustrate their ability to connect with international consumers – in particular, Budweiser. Titled ‘Light up the Fifa World Cup’, the ads show Budweiser drones delivering the brand’s tie-in red light cups (complete with microphone to activate LEDS when nearby drinkers are cheering or clapping) to viewers in locations as far flung as Rio De Janiero, Laos, Shanghai and of course Russia, illustrating how the beverage will bring football fans together all over the world. Launching in more than 50 countries, this is the biggest global campaign the brand has ever attempted – designed to capitalise on what VP Brian Perkins describes as ‘the most watched event in the history of the human race.” Visa and PowerAde have also followed suit, with the former employing Zlatan Ibrahimovic as an internationally renowned brand ambassador, and the latter creating a 30-second Spanish-speaking spot exclusively to feature on Telemundo – the Spanish language partner for the Fifa coverage. As well as speaking to an international audience and reflecting the global nature of the event, these campaigns strengthen brand identity by showcasing its status as world-renowned company, making this content effective on several levels.   

While these globally focused campaigns do offer creative content, several brands have gone one step further to develop ads that really stand out – in particular, Fox. Faced with the challenge to get US viewers hyped about a low-key sport and a competition their country hasn’t actually qualified for, the broadcaster pulled out the stops to create a high octane campaign designed to enthuse – packing the ad with cameos from the likes of Deadpool and David Beckham; along with rousing lines such as ‘this is a four week fist fight for the undisputed, pound for pound heavyweight champions.’ And renowned for their ‘original’ name, Adidas couldn’t be outdone – so enlisted 56 A-list names including Pharrell Williams and Jose Mourinho to create a short film that combines music, sport and style in the most dynamic way. These two ads illustrate exactly how true creativity can elevate a brand above the rest, and are sure to inspire fans and fellow businesses alike.


 

Clearly, it’s easy for brands of Adidas and Budweiser’s stature to develop globally creative campaigns – but no matter how large, every business can tap into the engagement and content opportunities of the World Cup by making effective use of audio branding. Combining copy, voice and music, this unique format presents three distinct opportunities to showcase company identity in an inventive way, and flex their creative muscles. On a global level, the musical element of a production is particularly powerful, as a composition transcends culture and language barriers to showcase identity in a universally emotive and understandable way. And the adaptability of audio branding also creates opportunities for campaign-based marketing, as it can be easily kept up to date to introduce content for events like the World Cup. This increases engagement by capitalising on a topic that’s hot on everyone’s lips. Combine this with the appeal of music, voice and script, and you have a medium that can’t fail to capture the consumer.

 

Brands that develop the most powerful, engaging content are set to be the champions of this World Cup – and making effective use of audio branding is one sure fire way for businesses to lift the trophy.