Picks of the Week: June 25, 2018
Account Executive, Consulting
Corona x Parley – This is Living?
For the second year of Corona’s partnership with Parley, an organization whose goal is raise awareness for the destruction of oceans, they created a new campaign around hijacking their own advertising and iconic visions of paradise to highlight the damage plastic pollution is causing. This campaign spanned many marketing channels and was launched on World’s Ocean Day on June 8th, 2018. Some of the included elements were a Hawaiian shirt made of ocean plastic, installations appeared in London, Melbourne, Santiago, Bogota, Santo Domingo and Lima which depicted surfers on a wave of plastic pollution as well as renaming the WSL Corona Bali Pro event to “Corona Bali Pro-tected” which highlighted their clean ocean initiative.
The interesting thing with this campaign is that it shows a brand willing to take on an important issue without sanitizing the message for the sake of their historical marketing material. Instead they have shown that the paradise they have portrayed for years may soon be a place of the past if we don’t all help to solve the issue. This overall is a great example of a CSR message that really fits with the brand and shows their willingness to take risks to have consumers understand the changes they must make.
Account Executive, Consulting
Are Buffon, Bale, Claudio Bravo, van Persie, and Tim Howard missing the World Cup? With Wish, not so much.
Aside from their UFC sponsorship and L.A Lakers partnership deal, multi-billion dollars’ valued e-commerce app, Wish, is expanding their sport-centric marketing strategy with the launch of its first global campaign #TimeOnYourHands. The discounted shopping platform, which has attracted over 75 million monthly-active users and has more than 1 million merchants, has partnered with 7 elite soccer stars in an effort to build brand prestige through a humorous 30-second TV-spots.
In coincidence to the World Cup, the TV-series presents iconic players whose teams didn’t make it to the championship games in Russia (Buffon, Bravo, Van Persie, Hardy and Bale) sharing new creative hobbies they’ve been experimenting outside of the sport while exchanging communication with current World Cup participants (Neymar and Pogba). On these “life after soccer” videos, each player shares social content of his new pastime and leads the next player to pick up an Instagram-worthy hobby that inevitably requires a lot of Wish gear and great deals. The TV series have been shared on social through all of the ambassadors’ accounts and have already gained hundreds of millions of views.
This campaign will definitely help Wish create global awareness, build brand positioning and improve engagement with targeted demographics. The fact that Football is one of the few games for everyone, especially in Europe and South America which are key markets for the company, overlaps with the business’ strategy and can optimize the potential of an authentic relationship with consumers. By utilizing these 7 superstars, #TimeOnYourHands speaks to value-conscious shoppers, adds legitimacy and prestige to the brand and stands outs from competitors through a creative human approach that is different from the typical brand ambassadors.