‘Join the Champions’

The Event Promotion Campaign

FIFA and the LOC, together with the Brazilian arm of Ogilvy & Mather, one of the world's most renowned advertising companies, launched a comprehensive through-the-line advertising campaign in the lead-up to the FIFA Confederations Cup 2013.

Aimed at driving awareness of the tournament, maximising its appeal and ultimately selling as many tickets as possible, the three-phase campaign leapt into life immediately following the Official Draw in December 2012. 

Uniting behind the tagline “Join the Champions”, the campaign featured support from some of the world's biggest football stars in the form of Spain's world champions Xavi Hernández and Andrés Iniesta, Italian icons Gianluigi Buffon and Andrea Pirlo, and Japanese legend Shinji Kagawa.

Winning Campaign 

The “Join the Champions” multi-media campaign included this striking poster.

The 'Join the Champions' campaign was aired across multiple media channels, including television, radio, online and print media as well as being adapted by host cities for use in their promotional activities. 

The campaign focused on three main areas. Firstly, immediately following the Official Draw held in Sao Paulo in December, efforts were concentrated on general event promotion to persuade fans to secure tickets to see some of the best teams in the world. Subsequently, the campaign began to target the lower-performing matches in terms of ticket sales and to drive messages at Host-City level before, finally, promoting last-minute sales aimed at increasing urgency among target groups.

 
  • Over 800,000 tickets

    sold in total

 

Reaching New Peaks

Ticket sales for the FIFA Confederations Cup Brazil 2013 broke all previous records for the tournament, with over 800,000 tickets sold in total. This represents 89% of the total purchasable allocation.