Powerade is activating its rights as an official partner of the 2018 FIFA World Cup with an Australian, local market campaign called ‘Always Forward’.
Parent company and long-time FIFA partner Coca-Cola’s South Pacific division debuted the first phase of the campaign in May.
Developed in harness with sport and entertainment agency Gemba and Ogilvy Sydney, the activation will run right through the tournament until July.
The launch of the integrated activation, which spans multiple platforms and phases and will evolve through various elements through the tournament, was spearheaded by national television work.
The lead commercial, which comes in long and short formats, explores the evolution of football/soccer (from training, through skills and kits) and aims to mirror the product evolution of Powerade itself.
The objective behind the marketing push is to leverage World Cup excitement and deliver customer growth.
“Partnering with one of the biggest sporting events in the world, the 2018 FIFA World Cup, is a hugely exciting move for Powerade. It’s a fantastic opportunity to participate in an event which the eyes of the world will be on. We know Aussies will be firmly behind in supporting Socceroos as they go for glory in Russia,” said Powerade’s Australian brand manager Andrew Tilley.
“The FIFA World Cup is a truly global consumption occasion and a huge driver of incremental sales. We look forward to announcing more details of the partnership soon.”
Comment:
This local market activation followed on from Powerade research showing soccer as the ‘number one passion point’ among its core audience of young and active males.
Soccer is also, surprisingly, the biggest club sport in Australia with 88% of the country’s population participating in soccer regularly and 68% watching it on TV.
Strewth!
Links:
Powerade Australia
https://www.youtube.com/user/PoweradeAustralia
https://twitter.com/poweradeau
https://www.facebook.com/Powerade.au
Gemba Agency
http://thegembagroup.com/
Ogilvy Sydney
https://www.ogilvy.com.au/
