FIFA World Cup 2010 Creative Brief
Problem / Opportunity • American interest in the FIFA World Cup and soccer in general is minimal as compared to the interest, engagement and participation that takes place in other countries worldwide. • We want to embrace the World Cup as the opportunity for teens that are not current soccer fans to interact with, learn about and join the worldwide culture that is soccer.. • We want to engage the generation of tomorrow to build a strong interest base for the future. These are 13 to 16 year olds (males and female) that are very impressionable as well as having more recent contact with the soccer culture. This is because many teens have played soccer through youth sport leagues in their recent past. Central Insight(s) • Soccer/Football is the Universal Language • It can be used to connect American youth with the rest of the world and form a network of global teens with mutual interests. Helpful Facts
• The FIFA World Cup is the premier soccer event. It involves countries from around the world that compete in a round robin/bracket style tournament allowing all countries multiple opportunities to showcase their talent while still fostering a fiercely competitive environment. • For the 2006 World Cup championship match, American viewership was up 152% from the past World Cup in 2002. • Soccer is the most popular sport in almost every country besides the US and Canada.
Media Involvement and requirements
• This needs to be a completely integrated campaign that crosses many forms of media including (but not limited to) TV and Internet • It needs to encourage participation in the multimedia aspects as well as viewing of the event itself