Situation: The Football World Cup is the most viewed sport in the world, and of course it’s best viewed on a big screen TV.

So in the build-up to the FIFA World Cup, Samsung QLED TV wanted to have brand presence around the event, despite not being a sponsor.

The brief: Leverage football star and Samsung ambassador, Tim Cahill, to steal attention away from TV brand, Hisense, the main sponsor of the FIFA world cup.

Objectives: Engage with our audience and build brand love. Cement our current position as the king of the big screen TV, reinforcing our brand, “Big moments need a big screen TV”.

Execution:

The Timvite – a personalised video invitation from Tim Cahill to a friend you’ve been too busy to see, that invites them to your house so you can watch the football World Cup together.

How it worked: People chatted to our Timbot on messenger, where they put in the name of their friend, why they haven’t seen them lately and the night they want to watch the game with them, which generated a personalised video invitation, from Tim to said friend. Almost 1000 variations could be created.

Timings: 2 weeks before the World Cup kicked off, we launched the campaign with an online call to arms video as well as social posts from Tim to drive people to the bot so they could create a Timvite.

Then during the World Cup, additional social talked to specific games that night, reminding people to send a Timvite off to a friend.