Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated country.
The core objective of the campaign was to build awareness about TelStar – The official Football that is being used in FIFA world cup and to celebrate the pure joy of Football as well as its fans. The one-month-long campaign is aimed at reaching out to people who are enthusiastic about football – both players and fans – across various age groups.
Based on the client brief, the agency developed an interactive innovation on a unipole with the communication of Adidas. The innovation showcased a rope hanging by the unipole to generate curiosity among the passer-by. As the video explains, one person tug was not enough to pull the rope so it needed a combined team effort to pull the rope. As the rope was pulled, the “O” in the ‘GOAL’ moved up and a TelStar football dropped from there for them to play.
Adding a layer of efficacy to the campaign, a well thought-out media plan was designed by the Posterscope team. Based on their deep understanding on the requirement of the brief and with the help of the primary research (OCS), patented analytical tools (OOHZONE) and accumulated understanding, the team zeroed down on a specific location in Delhi for the innovation. It was done on outer Ring Road at IP Park towards ISBT. The location of the unipole was specifically chosen, so that it covers the high volume traffic on Ring Road.
Sean Van Wyk, Sr. Marketing Director, Adidas India said, “The love for football is growing massively in India with each passing year and we wanted to kick-start the celebration of the World Cup in an impactful way. The idea of this innovative billboard was to celebrate and reward the spirit of coming together as a team. The pure joy on their faces to kick the official World Cup football around the field was an amazing sight! Sport really does have the power to change lives.”
Rajni Menon, CEO, Carat India said, “This is yet another example of media convergence in planning where a superb activation on outdoors is working in tandem with digital. The objective was to drive innovation at local level with a scaled outreach to a larger online audience. It was a great way to celebrate the growing euphoria around FIFA in a way that brings out the pure joy of football.”
Aditya Goel, Assistant Vice President, Posterscope (North) commented, “We wanted to fuel the passion of the fans before the Kick Off of the FIFA 2018 and the thought was to bring the pure Joy of Football among all age groups in the neighbourhood. This idea is an amalgamation of emotions like joy, happiness, team work and hunger; the ingredients needed for a team to win. We are glad that the client liked our thought which shaped up in this innovation
This campaign was promoted on digital platforms and became an instant hit with 1.3 Mn views in a very short span of time.
This resulted in the flawless execution of the campaign and all timelines were maintained without any compromise in quality. The innovation led to creating extensive and significant buzz around the product. This in-turn has led to the desired exposure of the brand launch in the Indian market.