Have control
Coordination of the communication activities around the FIFA soccer WM 2006™ was one of the most established, successful sport sponsors in Germany
The customers
Our customers have been active for years as a successful sport sponsor. With their athletic commitment, the company documents the validity of athletic attributes like motivation and discipline for the company. As an advertiser for the games of the German soccer national team and the national promoter of the FIFA soccer WM 2006, they supported the world championship in Germany.
The project: Project management – coordination of the communication activities around the FIFA soccer world championship 2006.
The FIFA soccer world championship 2006 brought about an impulse of growth in Germany for the net domestic product. Both the international promoters, which each paid about 40 million Euros in money, benefit or other services, and the national promoters, who invested around 13 million Euros, had above average profits. In order to be able to use the marketing rights for perimeter advertisements and for the usage of the official WM logo in the short, eye catching time, consulting support with multi-level project management experience was looked for.
The test
Through a uniform, brand adequate implementation of the planned communication measures, our customer wanted to increase attention in their target group and strengthen their “number 1” position among the national promoters.
The realization
2hm & Associates was responsible for the coordination, implementation and further development of the planned measures, as well as for the coordination of the internal and external interfaces (multi-level project management). In terms of the on-site work, a tight coordination with the legal department was just as important as the control of agencies and field personnel, who partially implemented the activities throughout Germany. The flexible network from2hm was just as a successful factor as the 2hm project management tools and our experience with managing complex projects.
The result
The “number 1” claim intensively penetrated the target groups through the classic channels of communication: TV, print, radio and billboards. Parallel to this, internet campaigns and personalized customer mailings from dialog marketing drew attention to the world championship sales. The campaign was expanded by sales at the POS and through promotional sales in the direct area of the world cup venues. With this marketing mix/strategy, the world cup was made real for the customers from our clients. The world cup campaign received the best ratings from national promoters by both consumers and the media.