Today the Brazilian coach, Dunga, announced the soccer team that will play during the next World Cup in South Africa.
Here in Brazil soccer is even more important than politics!
And you certainly notice that through the marketing campaigns that are on air at the moment: Big industries are investing in new advertising only related to Brazil and the World Cup.
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Good examples of this are: Local sports brand Olympus, the beer brand SKOL, the bank card OUROCARD and many others. There’s even one featuring Maradona.
But is Reckitt Benckiser changing its campaigns because of that? And why are they doing it?
On the one hand, being a local company, representing local brands, means that you have to be attached to local target populations feelings, mood and above all make them see that your product is as connected to the local environment as the consumers are.
On the other hand, being a global company representing global brands and thriving for consistency around the globe means that your product has to reach the target consumer in the same way but in different parts of the world.
So for example we cannot have one campaign about Brazil on air in Argentina.
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So, here at RB Brazil, as Brazilians we are all in the World Cup mood, as keepers of global brands we will not translate that into our TV campaigns, but we will use it on a different way.
One example is using this to incentivise employees: a challenge for the sales team. If they achieved certain targets the best ones will go to South Africa to watch the World Cup – a great incentive and everybody is very enthusiastic about it.
This is not bad, isn’t it?
The winners were announced today by our president and they will be able to watch the players Dunga has just selected.
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Here is a video of one of the local campaigns now on air here in Brazil:
Tags: achievement, Competition, Marketing, reward
