Brazil

Why Brazil-bound brands should be wary of cultural mistakes

It’s been well over a decade since the acronym BRICS was introduced into the marketing lexicon.  

While steps from foreign brands entering these markets have been largely tentative to date, the World Cup means the eyes and curiosity of the marketing world are now firmly rising to the B of the BRICS, Brazil.

Brazilian culture and consumer spending power (not to mention football) can be beguiling, but brands trying to capitalise on the event need to be wary of succumbing to the dreaded FOMO: fear of missing out. 

20 years of Nike’s World Cup ads

Nike has launched yet another brilliant advert for the World Cup but how does it compare to their previous efforts?

I’ve taken a look at Nike’s World Cup adverts over the last 10 years to investigate.

Interesting to see a certain Ian Wright figuring in 1994….yep, that’s right, we didn’t make it to the World Cup in the USA that year, thanks Graham Taylor!

World Cup 2014: what should we expect from brands?

The World Cup, along with the Olympics, comes by once every four years and is therefore a good assay of changing media habits and technology.

Twitter users have doubled since the last World Cup in 2010. Live TV streaming is available from all the main broadcasters and the user experience of laptop and tablet TV-streaming continues to improve.

Mobile has been the main driver of social media consumption and increasing demand for real-time content. Additionally, user generated content is easier than ever to gather, as new devices and new users become more adept and involved online.

So, what should marketers expect to come out of Brazil and World Cup 2014? In this post I’m going to take a look at some of the brands involved so far and their efforts, as well as looking at lessons that can be drawn from the London Olympics in 2012.

What the Coca Cola World Cup campaign reveals about video advertising

Looking at the new World’s Cup campaign from Coca Cola and its new video, I was struck by how closely it follows a pattern we’ve seen emerging in video advertising for the past five years.

I was also struck by how Coke’s effort differs from Pepsi’s #FutbolNow World Cup campaign and the calls to action, overt or otherwise, in its video.

In this post you can watch both videos and see if you agree with my points. For more detail on best practice in video advertising, see our Online Video Best Practice guide.

FIFA’s breathtakingly beautiful app is ready for the World Cup

You might think that headline is hyperbole. It isn’t.

The new FIFA app, created by Monitise Create, is reviewed very favourably in the app store, with users unanimous in giving the app five stars.

I must say, I quite agree. The UX is basically flawless, and information is presented elegantly and simply. The imagery, the formatting, the type, the transitions, the icons; it’s all pretty.

It compares very favourably with (is better than) other ‘match centre’ apps such as Sky Sports, but offers lots of other content, too, notably news, World Cup content, FIFA rankings and interactive games.

With the app tipped to become the most popular sports app download, I thought I’d put it through its paces. Take a look at my review of one of the most beautifully designed apps I’ve used in ages.

Five top tips for breaking Brazil

With it becoming easier than ever for businesses to ‘go global’, lots of previously developing territories are showing the world their worth. 

Brazil is an interesting market, as it has been flagged as the next hot tech market and has the distinction of being one of the fastest growing emerging markets over the last decade.