World Cup marketing in APAC: Which brand has the most innovative marketing campaign?

The World Cup kicks off on June 12 and is a pageant of soccer that Asia’s passionate followers will probably take pleasure in.

Unfortunately each recreation kicks off at occasions between midnight and 6am right here in Singapore which goes to imply some very sleepy Singaporean and Asian residents.

Many manufacturers are desperately making an attempt to seize the consideration of those passionate followers, each official sponsors and unofficial manufacturers desperate to capitalise on the world’s biggest occasion.

But which is doing the best job?


Singapore’s premier telco and broadcaster SingTel’s Mio Stadium, the main World Cup broadcaster, can be displaying numerous repeats all through the day.

However there’s nothing like watching matches both reside or no less than with out understanding the rating to expertise the similar pressure and pleasure as watching a recreation with out figuring out the finish outcome.

Singapore Pools and SingTel might be displaying matches stay at group venues in Singapore to make sure everybody else will be capable of watch the World Cup.

You can in fact place a guess on the end result at the similar time which is about the solely means Singapore Pools is allowed to market itself in a rustic that bans most betting (that isn’t partly or wholly linked in some option to the authorities) and all marketing of betting manufacturers.

Based on a fast take a look at the Singapore Pools website that’s in all probability simply as properly. It appears to be barely confused over who has truly certified for the World Cup and has included each the Irish flag alongside the Brazil and German flags, regardless of the undeniable fact that the former will not be enjoying in the event.

I have truly been stunned by the lack of soccer-associated exercise in Singapore from each the official World Cup manufacturers and guerrilla exercise by unofficial manufacturers desperately making an attempt to get some sort of connection to the event.


Local tremendous brand E&I has belatedly began performing some soccer associated press adverts however they’re weird and have little connection between the brand and soccer.

There appears appreciable lack of creativeness gone into them too, virtually as if somebody stated: “Shouldn’t we be doing one thing with this soccer event factor?”


In Hong Kong, Coca-Cola has gone overboard with three artistic executions round the theme of “The World’s Cup”, partaking each soccer followers and non-followers alike.

Consumers should scan the QR code on a particular version Coca-Cola to participate in three time staggered actions throughout the spherical of sixteen video games. It signifies that Coke has efficiently created a collection of engagements that final the period of the 5-week event.

Coke’s ambition is for everybody to hitch in, however it’s asking individuals to purchase World Cup themed cans and reply World Cup questions promoted by a soccer oriented TV advert. This is asking quite a bit if Coca-Cola thinks anybody bar soccer followers will probably be .

Coke doesn’t seem to have given Singapore the similar focus. Is that as a result of it perceives Singaporean’s to be much less passionate soccer?

This is definitely not the case so this can be a little bit of a thriller. Outside of Asia, Coke is operating the marketing campaign “One World. One Game” to capitalise on being an official sponsor of the event.


Coca-Cola is in fact the official sponsor and rival Pepsi has gone down a slightly arty path to compete.

It has produced a brief movie for “Unstoppable” – the newest hit from Dutch producer and DJ heavyweight R3HAB, that includes fellow Dutch dance-music sensation Eva Simons – taken from its ‘Pepsi Beats of the Beautiful Game’ album. The music is an anthem celebrating endless drive and the expertise inside.


Retail manufacturers

Some of the unofficial manufacturers have been snort-out-loud-foolish like retailer Giant’s whole soccer-themed extravaganza of German and Italian bedwear, and a few simply utterly miss the mark reminiscent of CapitaMalls’ try and capitalise on the event via a careless spend-linked promotion.

So far there has been minimal exercise from main grocery store retailers Cold Storage and Fair Price, who you’d anticipate to be targeted on beer, drink and snack brand promotions together with take away meals and comfort meals.

They can be making an attempt to affiliate themselves with the occasion by arising imaginative shows of flags and footballs as they’ve achieved beforehand.

Currently Cold Storage appears extra in a ‘Sound of Music’ promotion and there’s no level of sale even related to official sponsors like Budweiser and Coke. Budweiser has created particular version “Rise as one” gold World Cup bottles and cans.

I haven’t seen something that the beer brand is doing particularly in Singapore.


Korean brand Samsung, which was a sponsor however clearly didn’t see the worth in it, has launched the solely marketing campaign that features each well-known adversaries Lionel Messi and Christiano Ronaldo.

The idea is an easy and barely over the prime fantasy recreation to launch the Samsung Galaxy eleven.

It seems to be extra Transformers than Samsung advert and should get misplaced in the hype round that new movie somewhat than achieve reduce by means of in the World Cup.


Samsung additionally seems to be activating this purely on-line as a go to to shops in Singapore confirmed no related marketing.


Domino’s is doing all it will possibly to affiliate itself with the World Cup and achieve from the proven fact that in Asia all the video games are in the center of the night time and quick meals supply manufacturers are anticipated to have storming enterprise.

The pizza chain is operating a soccer oriented digital “kick off” recreation and in Malaysia is freely giving an all bills journey to Brazil.

Dominos wasn’t so courageous in Singapore. You can solely win the typical iPads and TVs that each brand in Singapore all the time makes use of for each promotion going as an alternative, nevertheless it does have the quite cheeky strapline of “soccer season is right here”.

As the European soccer season (which dominates Asian TV viewing and soccer passions) is completed, that’s a barely weird line to be utilizing to market themselves as a soccer brand.


Not to be outdone, KFC is betting every little thing on the world’s most well-known footballer, Christiano Ronaldo, who has turn out to be its brand ambassador in nations like Malaysia and Singapore.

The proven fact that clients may get confused as to what number of manufacturers Ronaldo endorses in all probability doesn’t matter to the marketing execs in cost.

KFC is utilizing Ronaldo in Asia and the Middle East, even launching a KFC Ronaldo Variety Bucket and Ronaldo Hot Box.


Sun Hung Kai

In Hong Kong, Sun Hung Kai Properties is launching a full-scale marketing campaign throughout eleven of its buying malls all through June and July to capitalise on the event.

It’s predicting that the World Cup this yr will deliver 36.1m visits, up from 24.14m visits for the final World Cup marketing campaign 4 years in the past.

Events embrace stay broadcast of fifty six video games, themed artwork installations, exhibitions, pop-up shops, style exhibits, Brazilian Samba dance performances, particular designated areas so that you can watch the recreation together with your canine, fortunate attracts, present redemption schemes, actions with movie star footballers and a event involving a cellphone and an enormous display TV.

Harbin Beer

In China, Harbin Beer is utilizing the undeniable fact that it’s an official beer sponsor of the event to launch a brand new brand marketing campaign and reconnect beer with watching sporting occasions.

It’s a multichannel marketing campaign that includes on-line, offline, in-retailer and on-pack promotions by way of the World Cup.



Official beer brand Budweiser (don’t ask, I don’t know what the distinction between the two is both) is specializing in international marketing and taking a look at its core markets to activate its official affiliation.

This consists of Budweiser taking up Pestana Rio Atlantica lodge in Rio de Janeiro throughout the World Cup to supply the final fusion of leisure and sports activities, as legendary FIFA World Cup gamers be a part of in on the motion.

The official TV advert is as forgettable as earlier makes an attempt and could possibly be from any of the sponsors.

Budweiser has created a microsite for its “Rise as One” marketing campaign that serves as a hub for all video and social content material surrounding the occasion. During the event, Budweiser will use Twitter Cards to let followers vote for the FIFA Man of the Match.

The marketing campaign consists of two web collection that Budweiser has created with Fox Sports and Vice. The Fox Sports content material spans eighty nations for a worldwide push, and the Vice video features a six-half documentary collection.

Budweiser has additionally created particular version “Rise up as one” gold colored World Cup bottles. I haven’t seen something that the drinks brand is doing particularly in Singapore or Asia. Interestingly it determined towards doing a selected app and focus extra on present social media platforms.


There is all the time a skinny line between official sponsors and unofficial ones making an attempt to get in on the act by affiliation. Coffee outlets, quick meals supply manufacturers and TV retailers ought to be the ones to profit the most from the World Cup.

McDonald’s is for the first time altering its fries bins for the World Cup event, providing 12 totally different World-Cup-themed designs that includes work from artists commissioned from round the world.

The bins will even function the entry level for an augmented actuality recreation. However in Singapore they’re nonetheless operating Hello Kitty promotions!


Visa has been certainly one of the most outstanding official sponsors to be marketing its affiliation in Singapore, with particular spend and win journeys to the event promoted for months earlier than the occasion itself.


Hyundai is no less than utilizing the official emblem on its fb web page in Singapore, in contrast to McDonalds Singapore and Castrol Singapore amongst others.

Outside of Asia Hyundai has created a collection of fascinating if unoriginal methods for followers to interact with the brand and faucet into social media at the similar time.

The automotive brand has created a Pinterest type platform to share moments of followers having fun with the World Cup. They even have a shoot and save recreation and an Octopus Prediction recreation, each of which have been completed many occasions earlier than by different manufacturers.


Castrol goes all out with creativity and predictive software program to capitalise on being an official sponsor. The brand has created an advert in which Brazilian star Neymar takes on gymkhana king Ken Block in his rally automotive.

The advert has gone viral with some tens of millions of dollars of marketing help.


Castrol can also be utilizing pioneering know-how and data evaluation to price participant efficiency throughout the World Cup, simply as it might for automobiles and the relationship with oil. This is a neat method of embedding the brand into conversations round the World Cup.

Castrol is definitely an official sponsor however I have seen nothing of its actions in Singapore or Asia. Competitive brand and non-sponsor Caltex on the different hand has launched a Supa Strikers Facebook sponsorship in APAC.

Continental can also be an official sponsor however I haven’t seen any related marketing actions in Singapore.


Sony has been selling TVs and its official affiliation with the World Cup via direct mails in Asia.

More innovatively it has additionally launched a worldwide social community devoted to the event referred to as “One Stadium Live”. It goals to be the final third display by amalgamating all the content material from Facebook, Twitter and Google+ into one stream. It will definitely be crowded.

Sony is promising that followers can join with others followers throughout the world, and also will be capable of see what the sentiment is thru the amalgamated feed of everybody’s ideas. I hope that the social group has some good editorial management and swear buttons in one hundred languages at the prepared.

The innovative know-how which claims to have the ability to determine conversations about soccer (or in reality any topic) and convey the best of the dialog into one feed will be supported by the Sony Newsroom staff.

They will give attention to the six languages of the 32 nations participating to convey all the conversations regarding these enjoying into one area.

This does omit a few of the largest nations in the world who didn’t qualify akin to India, China, Indonesia, Russia to call however 4 nations. It’s a courageous transfer and has to be applauded for each an funding and innovation viewpoint.


In Malaysia, official healthcare brand Johnson and Johnson appeared to have executed most of its marketing by way of pre-event promotions and roadshows.

Its ‘Road P Brazil 2014 Contest’ was unveiled in April in tandem with the launch of the ‘C&C 2014 FIFA World Cup Brazil Nationwide Roadshow’ which lasted till May.

The platform served to interact and excite soccer followers in addition to to advertise wellness amongst Malaysians. However it doesn’t seem to have created many actions for throughout the event itself.


Meanwhile G&M’s Gillette brand has been busy with hijacking the occasion by way of its sponsorship of the Brazilian nationwide workforce. It has created a particular yellow and blue set of razors to capitalise on the affiliation whereas getting round truly sponsoring the event itself.


Nike & Adidas

Nike and Adidas have in fact been buying and selling star studded adverts which look equivalent to the earlier event and won’t assist shoppers in deciding who is definitely the official sponsor and who’s hijacking the event.

Neither have activated it a lot in Asia aside from having their associated soccer shirts promoted prominently inside their retail shops. Spain and Brazil for Nike, Germany and Argentina for Adidas.


Social media big Tencent, which owns WeChat and QQ, has introduced greater than one hundred twenty journalists, editors and photographers to Brazil. The firm has lined up partnerships with sponsors together with Nike, Toyota, Budweiser, Head & Shoulders and native beer brand Tsingtao.


Milo has tried to turn out to be related to the World Cup unofficially by operating a promotion to win $10,000 of TigerAir vouchers, illustrated bizarrely by a footballer in a Milo inexperienced strip.

No sense to the promotion besides to desperately set up a connection to the World Cup in anyway.


Brazilian brand Havaianas is operating an fascinating unofficial World Cup gross sales promotion providing a restricted version shoe bag and key chain in the event you purchase their nation themed flip flops. The nations involved simply occur to be all these competing in the World Cup in Brazil.

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