Singing super star Shakira teams up with Activia on a CSR initiative which leverages the World Cup and its star players in order to drive support for the World Food Programme’s ‘School Meals’ programme.
The fused singer and brand World Cup CSR ambush revolves around a football-themed music video starring the Colombian musician singing a version of her new single ‘La, La, La (Brazil 2014) that also features an entire squad of World Cup soccer superstars including Ronaldo and Messi, Falcao, Neymar Jr, Fabregas and the singer’s boyfriend Gerard Pique.
To add to its World Cup theme the creative also features various fans, flags and symbols of the competing nations, plus kids playing football in the sand and an array of football tricks and flicks.
There is also a ‘making of’ posted online on the initiative’s website at http://www.activia.com/en-ca/ and on YouTube.
The track title and chorus line ‘La La La’ is deliberately universal in reach and was written to maximise global reach by appealing across all languages.
An objective which looks to have been fulfilled as the ad has already racked up an astonishingly enormous 180 million YouTube views to date
The star-studded campaign video aims to support the World Food Programme, the world’s largest humanitarian agency working to build a world with zero hunger, and specifically its school meals initiative which serves meals to 25 million school kids in 60 countries and this campaign aims to boost this number with an additional 3,000,000 meals to support good nutrition and education for children in developing countries.
It aims to raise awareness of the challenge and the programme with a video that conveys a message of ‘joy and hope for all the children around the world’ and as well as driving viewers to the campaign website it encourages viewers to share the video and thus help spread the word.
It also directly donates school meals as both Shakira and Activia are donating funds to support the WFP’s School Meals Programme,
‘Partnering with Shakira to support the School Meals initiative is a great fit between Activia’s beliefs in good nutrition for all and the engagement that Shakira has demonstrated for a long time to support access for every child to quality education. We are delighted that together we can relay this message through the video of La La La (Brazil 2014)’ says Luca Casaura (Activia Global VP Marketing).
WFP serves meals to around 25 million schoolchildren in 60 countries, often in the hardest-to-reach areas where hunger and poverty are greatest. The world’s largest provider of school meals, WFP, gives children in need the nutrition they require to lead healthy, active lives while providing parents with strong incentive to keep their children in school.
‘WFP’s goal is a world with zero hunger, and this awareness campaign, coupled with Shakira’s support, will get us closer to that goal,’ says Elisabeth Rasmusson, WFP’s Assistant Executive Director for Partnerships and Governance Services.
‘La La La’ is featured on Shakira’s new self-titled album, as well as on the Official 2014 FIFA World Cup Album and it is the soundtrack to Activia’s latest traditional TV commercial.
This Activia ad campaign is tied to the cause campaign (included a branded cause microsite) in so much that it also features Shakira as an Activia brand ambassador and features her singing the same ‘Dare (La, La, La)’ track.
The integrated campaign stretches across multiple channels and also includes a Shakira-led behind-the-scenes online video.
Both videos were shot in Barcelona and directed by acclaimed photographer/director Jaume de Laiguana.
Comment.
This sport, music and brand CSR push mixes a cause initiative with a music release, a more traditional advertising campaign and the World Cup.
A real example of marketing fusion!
While Shakira’s track is on the official FIFA album, Activia is not a World Cup sponsor so technically this is a form of ambush activity.
With around 200 million views to date this may well be the biggest World Cup ambush of all, but, of course, this isn’t the kind of guerrilla work FIFA’s anti-ambush legislation is devised to prevent.
Links
Activia Website
Activia Facebook
http://www.facebook.com/Activia
World Food Programme School Meals Initiative
http://cdn.wfp.org/2014/shakira-give-school-meals/
Shakira Single & Album On iTunes
http://smarturl.it/ShakiraiTunes?IQid=yt
http://smarturl.it/ShakiraAlbumCD?Iqi…
Official 2014 FIFA World Cup Album
