The Waving Flag of FIFA WorldCup 2010

Coca Cola has been a corporate partner to FIFA since 1978 and has now extended this partnership till 2022. It has been profitable brand association for the company and continues to be with the awesome global following for the FIFA WorldCup and other events organized by FIFA. But, brand building is just not advertising, in such partnerships its a massive involvement in all the campaigns that FIFA plans like encouraging young talent which are an equal responsibility of an associated brand, and majorly a top brand like Coca Cola.

Now,lets talk about the "OPEN HAPPINESS" campaign by CocaCola which captures the iconic moments in the Football WorldCup of players celebrating their goals,the moment when all supporters cheer and there is a sudden burst of emotions.This prominent TV commercial briefs more about the campaign



CAMPAIGN REVIEW

An excellent campaign that positions CocaCola as the drink for celebrations and targeting moment of celebrations in a WorldCup when we hear the commentator say - And Its a GOOAAALLLLLLL!!.The TVC is again a fantastic creation that targets the global markets potraying almost all the teams participating, and the popular music track - waving flag which sends across a motivating social message to all the young footballers that encourages young talent.
So to this complete package of global branding and perfect brand association Brandistics rates 9/10

FIFA WorldCup 2010 - The Marketing Game Begins !!

FIFA WorldCup is the biggest global sporting event followed by millions across 200 countries, so probably the best brand to talk about in our Brand Of the Week segment. The sponsorships are hard faught for this mega event but, only a few get to eat the pie.
But, the bigger challenge than getting the sponsorship right is to be able to utillize it completely. In this context, Brandistics gives you the Big 5 rules of the game (marketing with FIFA WorldCup) that helps marketers/sponsers design the gameplan

1. Marketers get a huge field to play on i.e. the success of their campaign depends on how they ideate non-traditional promotions (other than traditional print, television etc..). The more innovatie and engaging campaign, the higher the brand recall achieved. So, it depends on the skills of the marketer if he is able to do the tricks with the ball and impress the audience.

2. Huge Target Market : The marketers get to capture all the segments as according to the top three most-cited TV viewing habits: "mostly watched with friends and family," - not only soccer crazy audience but also their pals get targeted
"watched even if my national team was not playing," - the non-playing nations get targeted
and "liked watching other players from other nations competing" - the national brand ambassadors are now global brand ambassadors for example, Indians like Cristiano Ronaldo rip through England defence to score a goal, Castrol the brand association of Ronaldo gets to target Indian market.

3. The goals are defined - According to the FIFA framework for sponsorship they are categorized under 3 levels:

4. Localization matters : Blending the local culture into your campaigns is important. This how you get more association to the bigger game, that is, when worldcup comes to Africa get all the celebration, dancing, noise into your campaigns.This gives an insight of how closely your brand is associated to FIFA WorldCup ,which has been an important consideration for audience to elevate the brand's image.

5. The final rule says follow the 4 rules stated above .period