FIFA WORLD CUP 2018: A brand campaign journey from Madrid to Moscow

FIFA WORLD CUP 2018: A brand campaign journey from Madrid to Moscow

The FIFA World Cup 2018 will witness a unique brand campaign journey ‘See the Incredible Tour’ from Madrid to Moscow for one of the official sponsors of the event. The brand campaign tour will feature special guests including World Cup legends Luís Figo, Robert Pires, Michael Owen, Benedikt Höwedes and Marcel Desailly

Lagardère Plus, the global partnership marketing agency of Lagardère Sports and Entertainment, will execute a variety of activities for world-leading consumer electronics and home appliances company Hisense around its sponsorship of the FIFA World Cup™ 2018 that will bring fans closer to the action in Russia.

This campaigns will include a roadshow and social media content campaign called the ‘See the Incredible Tour’, activation of a global conference event, and the management of commercial display areas at ‘Fan Fests’ in St Petersburg and Moscow, Lagardere has stated in a Press release issued from its London office.

The ‘See the Incredible Tour will see Lagardère Plus take to the road alongside Hisense, journeying through Madrid, Paris, London, Berlin, St Petersburg and finally to Moscow.

Special guests including World Cup legends Luís Figo, Robert Pires, Michael Owen, Benedikt Höwedes and Marcel Desailly, as well as local social media influencers and freestylers will take part in activities in each city and encourage fans across the world to share their ‘incredible’ World Cup personal moments. By using the hashtag #sharetheincredible and tagging @HisenseSports fans will have the exciting opportunity to win some ‘incredible’ prizes such as a Hisense 4K HDR ULED TV, 2018 FIFA World CupTM memorabilia or tickets to the 2018 FIFA World CupTM Final.

As part of the agency’s comprehensive services, it will provide Hisense guests with a dedicated and fully branded experience during the World Cup Final. The package will incorporate a local spirit to ensure guests not only see amazing football but also enjoy the best of Russia. Guests will be invited to the Global Customer conference and have the chance to see the latest Hisense products at an exhibition designed and built by Lagardère Plus.

In addition, Lagardère Plus will support Hisense with creating an electric atmosphere for fans who have travelled to Russia at the official ‘Fan Fest’ areas and in Luzhniki Stadium. With a capacity for 25,000 spectators at the Moscow ‘Fan Fest’ and 15,000 at the St Petersburg equivalent, fans will have the opportunity to soak up the atmosphere and catch all the thrilling World Cup action through Hisense screens. The agency will assist Hisense with commercial displays and manage the construction of booths, security staff and promoters. Hisense will supply a Laser TV, 2x U9A TVs, 2x U7A TVs in each area.

“As leaders in the technology industry, Hisense is a brand that continually pushes the boundaries and uses its expertise to provide fans with a better viewing experiences,” said Andrew N. Pierce, Global President, Lagardère Plus. “As a global agency with a long heritage in sports, we understand how fans connect with their favourite sports athletes and events. In our partnership with Hisense, it was important for us to create a platform around their FIFA World CupTM 2018 sponsorship that will highlight both their brand and products, and also enhance the event experience for fans in Russia and across the world.”