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MUMBAI: Brazil is a country known for its positive energy, samba beats and huge passion for soccer. This is what Multi Screen Media’s (MSM) sportainment channel Sony Six is looking to capture in its campaign ‘Live The Magic’ for the 2014 FIFA World Cup that kicks off on 12 June.
The channel has roped in Bollywood actor John Abraham as the brand ambassador to capitalise on the fact that he is passionate about soccer and a celebrity to boot. The thinking is that this way he will help to broaden the audience base beyond just the hardcore soccer fan. The campaign has just gone on air while the print campaign kicks off on the day the World Cup starts.
Other activities like radio, OOH start around 12 days prior to the event’s kickoff. In addition, the channel will do mall activation, which will be about bringing the fun of the World Cup to the fans on a touch and feel level. The channel is also tying up with restaurants for screenings.
Speaking to Televisionpost.com, Sony Six marketing and PR head Murtuza Madraswala said, “Brazil is known for its positive energy and enthusiasm for soccer. Our campaign captures the festive atmosphere, the spirit of Brazil and the scale of the World Cup. The tagline ‘Live The Magic’ invites India to be a part of the game.
The TVC is a metaphor for the carnival atmosphere of Brazil. We have done paper mashes out of key players. The music has Brazilian flavour. We have also created a beach effect in the TVC.” John Abraham was the only person approached for the campaign. “John is a self-confessed soccer fan. He appeals to the purist as well as to those interested in entertainment.
He was the one that we identified to be the face of the campaign. He invites Indians to enjoy the soccer World Cup which is the biggest party.” Six’s World Cup buildup started two months ago when it started to air promos. “The promos are about the different roads that lead to Brazil and to the World Cup. Some promos were about music, some were about lifestyle while others were about Brazilian culture and what soccer means to them.”
At the start of this month on 5 May, the broadcaster started to air shows to build up the event. In total, there are 12 shows that look at different aspects of the beautiful game. One of them is called ‘Destination Brazil’. The 16-episode preview series profiles all the qualified teams for the tournament and evaluates their respective chances.
Meanwhile ‘Football’s World Stars’ is a 10-episode series profiling all the top football players in the world who will be seen in action in 2014 Fifa World Cup. ‘Fifa World Cup Official Films’ showcases exclusive films that date back to the past 15 World Cups (excluding the 2010 WC in South Africa), recounting the best from the tournament. ‘Fifa Route To The Final’ is a seven-episode series mapping the successful cup journey of Brazil in 2002, Italy in 2006 and Spain in 2010.
‘Fifa World Cup Shocks’ looks at the unpredictable nature of the game and showcases astonishing upsets by the ‘Dark Horse’ teams over superior opponents in the tournament. Madraswala is confident about the soccer World Cup doing well in terms of ratings. “There is this perception that since it is in Brazil the timings will be inconvenient. But 65-70 per cent of matches in the soccer World Cup start either at 9:30 pm or at 12:30 am. 9:30 pm is prime time while soccer fans are used to watching matches at 12:30 am.
The Champions League matches that air at this time get good viewership. Euro 2012 also got good viewership numbers. People who watch the 9:30 pm match will in all probability stay tuned in for the next match.” The aim is to get good viewership beyond just Goa, Kerala, West Bengal and the major metros. “The target is the whole country. There is viewership potential even in MP, UP and the north,” Madraswala said.
