Louis Vuitton Activates FIFA Partnership With World Cup Collection Fashion & Football Campaign

Louis Vuitton leveraged its FIFA partnership around the 2018 tournament through an integrated campaign promoting its limited edition 2018 FIFA World Cup Russia Collection.

Working with agency Psycho/PH, the opening phase of the campaign kicked off ahead of the tournament on 14 June with the roll out of a launch spot called ‘Let The Games Begin’ which was amplified across the brands digital sites and social channels including YouTube, Facebook and Instagram.

The campaign moved into its next phase after the tournament began and culminated around the final itself.

Louis Vuitton hosted a flagship brand event – celebrating the best of the best and honouring the 2018 WorldCup with a special Cocktail Party in Moscow on 13 July.

In addition to the influencer and PR marketing strands surrounding the event, it was also promoted across the brand’s digital platforms.

Celebrating the best of the best. @LouisVuitton honored the 2018 #WorldCup at a special Cocktail Event in Moscow on July 13th. More at louisvuitton.com

A post shared by Louis Vuitton Official (@louisvuitton) on Jul 15, 2018 at 9:06am PDT

Signed by football legends. Discover the @LouisVuitton FIFA World Cup™ Official Match Ball Collection Trunk at a special Cocktail Event. More at louisvuitton.com #WorldCup @boghossianalain14 @marceldesaillyofficial @clarenceseedorf @didierdrogba @christiankarembeu98 @natasupernova @alexscott2

A post shared by Louis Vuitton Official (@louisvuitton) on Jul 14, 2018 at 1:25pm PDT

The party was also the launch fulcrum for the simultaneously launch of a pair of new videos.

One for the FIFA World Cup Official Match Ball Collection Trunk (a limited-edition trunk for the true fan – http://on.louisvuitton.com/6051DU5HH)

and another for the FIFA World Cup Trophy Travel Case (crafted in a Louis Vuitton French workshop, this was the brand’s third custom trunk created to protect and display the famous trophy – http://on.louisvuitton.com/6054DU5Ks).

The creative assets all drive viewers towards the collection’s digital hub at http://on.louisvuitton.com/6050DYnXI

Comment:

This campaign follows on from other sports sponsorships which typically revolve around a bespoke, crafted trophy case.

Another example of this sponsorship strategy was its Rugby World Cup partnership (see case study).

Links:

Louis Vuitton

https://www.louisvuitton.com/

https://www.facebook.com/LouisVuitton

https://www.instagram.com/louisvuitton/

https://www.youtube.com/user/LOUISVUITTON

https://www.pinterest.com/LouisVuitton/

Russia 2018

http://welcome2018.com/en/

https://www.facebook.com/welcome2018

https://vk.com/welcome_2018

https://twitter.com/welcome_2018