Client
FIFA
Generate awareness
Garner interest
Ticket Sales
Overview
A warm Sunday evening, Dec 18th, in the Lusail Stadium of Qatar. Lionel Messi, arguably the world’s greatest footballer of all time, enters the locker room holding the World Cup Trophy in one hand. In the other? His fifth consecutive trophy for Budweiser Player of the Match.This moment didn’t only complete Messi’s journey to the biggest title of his life but also our very own pursuit of success for FIFA’s Sponsors and their digital activations.
Challenge
In the run up to the FIFA World Cup 2022 many sponsors set extremely ambitious objectives for their own projects, knowing that this would be the world’s biggest communication event of all times. For the second time in a row, FIFA tasked RAWR with the development of a dedicated performance marketing approach.
Results
22M video views across 5+ digital platforms (Facebook, Instagram, Twitter, Snapchat, TikTok, YouTube & Google Search).
Over 65M engaged users on social media and 8M link clicks achieved on an average CPC of USD 0.07 throughout all paid activations serving ticket sales.
94% match attendance compared to stadium capacities were reached after the first round of the group stage.
Solution 1
Analysing the global appetite for the first-ever tournament in the MENA region, respondents demonstrated solid enthusiasm from various Asian nations as well as the US, UK, Mexico and Argentina. Fans residing within close proximity showed the most noteworthy interest to experience the FIFA World Cup live. The classical European markets for the FIFA World Cup would need to be supplemented. In light of the market research, devoted resources per market were developed, including strategic messaging, teasing users, and garnering enthusiasm along the development of the FIFA World Cup hype curve.
Solution 2
By utilising a comprehensive campaign plan, various global paid advertising campaigns were launched across multiple channels. With the help of granular language targeting, more than 30 countries were reached. Through a specific tracking set-up, past buying habits were recorded and employed to generate custom and similar audiences. This made sure of long-term campaign success while preserving a beneficial ROAS. These groups were reactivated prior to the tournament to promote both last-minute ticket sales and The Official FIFA Ticketing App, which was used at the stadiums on arrival
Solution 3
Developing a vibrant and involved newsletter group was incredibly successful and helped to increase ticket sales at all stages. Examining purchasing habits and behaviour, cross and last-minute upgrade tickets were identified by segment. Additionally, app customers had access to on-the-ground information to enhance the match and foreign country experience of ticket holders.
