Hisense – FIFA World Cup 2018 Marketing Campaign
A multi-channel FIFA World Cup campaign for Hisense that combined retail promotions, mall activations, digital contests, and PR to drive purchase intent and establish brand presence during one of the world's biggest sporting events.
20,000+
On-Ground Participants
Mall of the Emirates
Activation Venue
Multi-Channel Sponsorship Activation
Campaign Type
Top UAE outlets (PR)
Media Coverage
Hisense – FIFA World Cup 2018 Marketing Campaign
A multi-channel FIFA World Cup campaign for Hisense that combined retail promotions, mall activations, digital contests, and PR to drive purchase intent and establish brand presence during one of the world's biggest sporting events.
Integrated
FIFA Sponsorship Activation Campaign
UAE – Dubai
2018
From problem to measurable impact
A clear view of the campaign challenge, goal, execution plan, and final outcome.
Challenge
Translating a global FIFA World Cup sponsorship into meaningful, purchase-driving consumer engagement in the UAE market.
Objective
Establish Hisense as the go-to TV brand during the FIFA World Cup, driving product awareness and purchase intent through experiential and digital engagement.
Solution
FLC delivered a unified campaign spanning a single KV across all platforms, football-themed mall activations, tiered digital contests, and coordinated PR across top UAE media.
Outcome
Over 20,000 mall participants, strong purchase intent driven by prize promotions, and extensive media coverage cementing Hisense's FIFA sponsorship presence.
Campaign Story
Hisense was announced as the official television sponsor of the FIFA World Cup 2018 through the 'Buy Hisense, Fly to Russia' campaign, combining retail excitement with nationwide consumer engagement. A unified key visual was deployed across all channels and platforms to ensure consistent brand identity. Mall activations at Mall of the Emirates featured football-themed games, competitions, and photo opportunities that drew over 20,000 participants. Digital contests, weekly raffle draws, and a grand FIFA prize promotion drove strong purchase intent, with giveaways including match tickets, fully paid trips to Russia, and Hisense ULED TVs. Extensive PR and media coverage across top UAE outlets amplified visibility, cementing Hisense's brand presence and consumer connection during the global event.
Key Takeaways
- Sponsorship activation is most effective when unified by a single key visual deployed consistently across all channels and venues.
- Tiered giveaway mechanics from weekly draws to grand-prize trips sustain consumer engagement across the full campaign duration.
- Mall activations with football-themed experiences translate global sporting events into local consumer excitement.
- Coordinated PR and media outreach amplifies sponsorship visibility far beyond paid media spend.
Results and impact
Over 20,000 mall participants, strong purchase intent driven by prize promotions, and extensive media coverage cementing Hisense's FIFA sponsorship presence.
FLC activated Hisense's FIFA World Cup 2018 sponsorship with mall activations, digital contests, weekly draws, and PR, drawing 20,000+ participants and driving strong purchase intent across the UAE.
HisenseFrequently asked questions
FLC created a unified 'Buy Hisense, Fly to Russia' campaign combining retail promotions, mall activations with football-themed experiences, digital contests, and weekly prize draws.
Mall of the Emirates activations drew over 20,000 participants, supported by extensive PR coverage across top UAE media outlets.
Giveaways included FIFA World Cup match tickets, fully paid trips to Russia, and Hisense ULED TVs distributed through contests and raffle draws
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