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INTEGRATED MARKETING

COMMUNICATION

OF

FIFA WORLD CUP 2014

GOALKEEPER C013 ANKIT CHOWDHARY

CENTER-HALF C016 TANVI GOKHALE

FULL-BACK C017 SAHIL GOYAL

MIDFIELDER C018 PRARTHANA GULATI

WINGER C019 ABHISHEK GUPTA

STRIKER C063 VISHAL VARADHARAJAN


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ABOUT FIFA 2014

The FIFA World Cup 2014 was the 20th FIFA World Cup

This was the second time that Brazil hosted the

competition

Only Mexico, Italy, France and Germany have hosted

the World Cup twice before

It was the first World Cup to be held in

South America since the 1978 FIFA World

Cup in Argentina

It was also the first FIFA World Cup to use

goal-line technology

An estimated more than 1 billion people

watched the final match


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BRAND COMMUNICATION

L

ogo

The officiallogo of the

competition isentitled"Inspiration",and wascreated byBrazilianagencyAfrica

It is meant to

representBrazil warmlywelcoming theworld to theircountry.

Merchandi

sing Globo Marcas

has been

appointed themasterlicensee byFIFA for allretail productsrelated to the2014 WorldCup

The Caxirola,the officially-recognisedtournamentinstrument

Mascot The tatu-bola,

an armadillo

that defendsitself frompredators byrolling up intoa ball

Fuleco alongwith the FIFAWorld Cup

Trophy thatvisited 88countries

M

usic In January

2014, FIFA and

SonyMusic announced that theofficial songfor thetournamentwill be "WeAre One (Ole

Ola)" by Pitbull


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INTEGRATED MARKETING

COMMUNICATION

IMC

Word-of-Mouth

Marketing

DirectMarketing

InteractiveMarketing

PublicRelations

Events andExperiences

SalesPromotion

Advertising

PersonalSelling


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OBJECTIVE

Football is a sport of global interest amongst all demographic

groups

This translates into a clear opportunity for brands and advertisers,

with 72% of consumers planning to follow the 2014 World Cup

closely

Not only is the potential viewing audience huge, it is also hugely

engaged59% are excited about the World Cup

Within the football viewing audience there is a sub group of

fanatical fans29% who watch or follow as much football as

possible, no matter the team, country or league

Unsurprisingly given location, this desire to follow the World

Cup is strongest in South America


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ADVERTISING IN PRINT


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ADVERTISING - OOH

Budweiser, the official beer sponsor for

the 2014 FIFA World Cup has used out of

home advertising to highlight the strong

creative in their Rise as One campaign

The strong creative coincides with the

strong message behind the campaign-

everyone can rise as one and enjoy the

anticipation of the World Cup


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Facebook

It had adedicated

Facebookpage whichhad millions

of likes allaround the

world

Twitter

@FIFAWorldCup

Had about 300

million tweetswhich wasone of the

highest by anysporting

event

Website

Fifa.comcontains

details notonly about the

organizationbut also about

the specificWorld Cup

YouTube

FIFA on YouTubebrings you thebest in football

videos,

highlights, classicstories,

interviews,documentaries

and behind thescene.

SOCIAL MEDIA


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GAMES


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FIFA app available on different platforms like iOSor Windows

More than 10 million downloads on Google play

store

Videos, live scores, match statistics available on

appFans could follow their favorite players and

teams

MOBILE APPS


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FIFA Secretary General Jrme ValckeNever before have we

sold so many tickets directly to the general public, and this was

important to us. The opening match and the final were even

oversubscribed ten times!

165,000km global tour of 90 countrieswhich was completely

carbon neutral

Highlights on the agenda for FIFA Marketing included press

briefings on the FIFA Fan Fest, the FIFA Interactive World

Cup, the Volunteer Programme as well as the popular

Youth Programme activities

PUBLIC RELATIONS &PUBLICITY

FIFA FanFest Quotes

Few places on earth host a party quite like Brazil.

Add in the worlds greatest sporting event and aselection of the Host Countrys most iconic

locations, and the FIFA Fan Fest promises to be

a legendary I was there moment at the 2014

FIFA World Cup Brazil


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OFFICIAL SPONSORS

Adidas Continental

McDonalds Marfrig

Yingli Solar Oi

Johnson&Johnson

Budweiser

Coca Cola Castrol


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SPONSORS - EVENTS

Salient Events

3. Oi

Dream Team Contest

Run a sweepstakes offer

for purchasers

4. Marfrig

Activate using two of

their most popular

brandsMarfrig and

Moy Park

Salient Events

1. McDonalds

Player Escort program

McDonalds Ultimate Fan

Crew World Cup

2. Budweiser Rise As One

#BudHotel

Budweiser Man of the

Match


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Direct andInteractiveMarketing

One billionWorld Cuprelated postson Facebook

300 MillionTweets relatedto the WC

3 Billion peoplewill watch atleast onematch

15,000AccreditedJournalistsfrom countries

DIRECT AND INTERACTIVE MARKETING


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EVENTS AND EXPERIENCES

ExperiencingMatches

Aquarela SeriesStay in Private Suite, Attend all 19 matches in Rio, Sao Paolo, BeloHorizonte.

Venue Series - Buffet-style catering before and after the match. Premium beverage

service before and after the match.Team Specific SeriesStay in the same Hotel as your nations football team.

Final Round SeriesStay in Deluxe Suite.

Single Match Hospitality


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WORD OF MOUTH - TICKETING

FIFA established a special entity, the FIFA Ticketing AG, as well as a

dedicated Ticketing Sub-Committee.

The policy worked with Brazilian fans receiving 64% of the total tickets

allocated to the public.

50,000 were donated to the Brazilian government by FIFA to be

distributed free of charge among the countrys indigenous population

and families that qualify for the Programa Bolsa Famliaa social

welfare programme aimed at low-income families.


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Unaware of Product

Awareness

Knowledge

Liking

Conviction

Preference

Purchase

KNOW

DO

FEEL

Cognitive Phase

Behavioral Phase

Affective Phase

Media

Advertising

Publicity

Sales

Promotion

Personal

Selling

HIERARCHY OF EFFECTS


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0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

2014 Brazil

2010 South Africa

2006 Germany2002 Japan / South Korea

1998 France

1994 USA

1990 Italy

1986 Mexico

1982 Spain

1978 Argentina

Average attendance per game

The impact of IMC can be gauged by the numbers as displayed above:

The total attendance in all the football matches has been significantly high and is thehighest after USA 1994

The average attendance per game has also increased significantly, in spite the fact that

the number of matches have increased to 64

IMPACT


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0 1,000,000 2,000,000 3,000,000 4,000,000

2014 Brazil

2010 South Africa

2006 Germany2002 Japan / South Korea

1998 France

1994 USA

1990 Italy

1986 Mexico

1982 Spain

1978 Argentina

Total Attendance

Total Attendance

The IMC of FIFA World Cup 2014 has resulted in reaching out to the mass which has left

out of the gala event for many years now.

Example of this can be seen in the Coke ad which claims that it is not the World Cup but

the Worlds Cup

IMPACT


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GOOOOOOOOOL!JOGO BONITO

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