Building brand awareness for Hisense as the official television sponsor of FIFA World Cup 2018 was achieved through the six-month "Buy Hisense, Fly to Russia" campaign. This initiative heightened FIFA excitement, prompting consumers to choose Hisense for a chance to attend the World Cup. The integrated strategy included in-store raffle promotions, radio, PR, social media, influencer collaborations, media buying, and a mall roadshow. The campaign generated over 20,000 participants at Mall of Emirates, 2.45 million social media reach, 408,545 engagements, a 44% awareness increase, 36 PR articles, and a shortlist in the MENA Effies for best shopper marketing campaign