01/06/2018

Scherzinger Sings Qatar Airways’ Global FIFA World Cup Anthem To Spearhead Russia 2018 Activation

There’s nothing quite like the World Cup on the horizon to put a spring into everybody’s step.

 

A sense of universal excitement and anticipation sits at the heart of FIFA partner Qatar Airways’ first global World Cup campaign: one which sees Nicole Scherzinger re-record ‘Dancing In The Street’.

 

Created in harness with creative agency 180 Kingsday, the campaign is spearheaded by an anthem ad that sees the singer, actress and TV star (best known for being an X Factor judge, a member of the Pussycat Dolls and a Muller pitch personality) reworking the classic Bowie/Jagger song ‘Dancing in the Streets’.

 

The TV commercial that was initially teased socially on 26 May,

 

 

before the full video debuted on 28 May.

 

 

The anthem and its ad campaigns spans multiple platforms and was amplified across the airlines digital and social channels

 

 

 

as well as by the singer herself on her personal platforms.

 

 

Other strands of the sponsor’s activation programme range from a ticket sales drive,

 

 

and competitions,

 

 

plus the emoji driven ‘FIFA Fan Match’ initiative,

 

 

 

and other tournament related pieces – such as countdown content.

 

 

Qatar Airways chief executive Mr Akbar Al Baker said: “Our latest commercial expresses our excitement in being part of the 2018 FIFA World Cup RussiaTM, one of the most anticipated events on the global sports calendar. And we are delighted to have partnered with the extremely talented Nicole Scherzinger on this commercial. Nicole’s voice truly conveys the excitement we all feel in the run-up to the FIFA 2018 World Cup RussiaTM, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together.”

 

Ms Salam Al Shawa, senior vice president marketing and corporate communications at Qatar Airways, also comment: “Like millions of fans around the world, we are getting ready for the best summer of football ever. We want fans to feel the fun-filled vibe that we have created with our new commercial and celebrate with us in the run-up to the World Cup. Our goal is to inspire people to dance, dream and be happy as they come together from around the world for this celebration of football.”

 

While Scherzinger added: “Music is a force for good. Historically, it is one of the most powerful forces for uniting humans because it transcends language barriers. This particular song that we’re working on is so powerful and it has a strong message – it celebrates and unites.”

Comment:

 

The catchy and uplifting song and upbeat and infectiously fun-filled ‘musical’ style video aims to express the airline’s belief (and FIFA’s supposed belief) that sports is a universal language that has the power to inspire and encourage people to chase and achieve their own dreams.
This is a classic commercial approach and a well worn World Cup marketing path.

 

The tournament brings fans from all over the world together and this campaign aims to appeal to them all by uniting them as one.

 

To us, oddly, this is both a sign of success and of failure.

 

It succeeds in its objective, but does it truly stand out and cut through the World Cup commercial clutter?

 

And not just the clutter from Russia 2018, but from previous tournaments too.

 

It was in May 2017 that Qatar Airways penned its partnership deal with FIFA which the it become the official partner and official airline of FIFA until 2022.

 

The tie-up gives Qatar Airways an extensive suite of marketing and branding rights at the 2018 FIFA World Cup Russia and the 2022 World Cup Qatar as it aims to engage the expected tournament audience of two billion people.

 

The deal saw Qatar Airways become the official airline partner of the FIFA Club World Cup, the FIFA Women’s World Cup, the FIFA Under-20 and Under 17 World Cups, the FIFA Beach Soccer World Cup, and the FIFA Interactive World Cup.

 

The World Cup deal is part of Qatar Airways’ strong sponsorship stable that includes a five-year partnership with FC Bayern München AG, a recent multi-year shirt sponsorship deal with Italian football club AS Roma, plus a similar partnership with Argentinean football club Boca Juniors.

 

Other sports sponsorship include recently enhanced, three-season deal with Formula E and the title sponsorship of July’s Qatar Airways New York City E-Prix.

 

Links:

 

Qatar Airways

https://www.qatarairways.com

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

https://twitter.com/qatarairways

https://www.facebook.com/qatarairways

https://www.instagram.com/qatarairways/

https://www.pinterest.co.uk/qatarairways/

https://plus.google.com/u/0/118369624663590474292

 

180 Kingsday

https://www.180kingsday.com/

 

Russia 2018

http://welcome2018.com/en/

https://www.facebook.com/welcome2018

https://vk.com/welcome_2018

https://twitter.com/welcome_2018

https://ok.ru/welcome2018

https://www.instagram.com/welcome_2018/

https://www.youtube.com/channel/UCIc3kHv8eeCG6invpMRcCHg/feed

 

FIFA

https://www.fifa.com/worldcup/

https://www.youtube.com/FIFATV

https://www.facebook.com/fifa

https://www.instagram.com/fifaworldcup/

https://twitter.com/fifaworldcup

 



Related

Featured Showcases

Tech Showcase

Best Of Beverages

Paris 2024 Official Broadcaster Promos

The Open + The R&A:

Wimbledon

Tour De France > Best Of Cycling Campaigns

UEFA EURO 2024

Heineken + UEFA Champions League 2024 > Cheers To The Real Hardcore Fans

BBC Major Sporting Events: Promos, Trailers & Opening Credits

Wrexham AFC: A Small Town Club That Enables Global Brand Sponsors To Be Part Of The Cultural Conversation

Sports & Athletes Help Highlight Mental Health Challenges & Solutions

Sportswear Brand Sustainability Initiatives

London Marathon

Best Of The NHL

The Masters

April Fools Day

Major League Baseball > Opening Day

IPL

Ireland Rugby

Marathon Marketing

Rugby World Cup

Valentine's Day