Content Brand Market Strategy FIFA 2022

Project details

The campaign for the Qatar 2022 World Cup game was to focus on amplifying Powerade's brand presence as South Korea rallies behind their national team, with the whole nation tuned in via mobile apps and TV streaming services. Leveraging the strong positive sentiment towards star athletes Son Heung-min, Kim Min-jae, and Hwang Hee-chan, the strategy was to integrate these key figures into the messaging, ultimately inspiring and energizing fans. Consistent with previous campaigns, Powerade's branding will emphasize peak performance, power, and hydration, ensuring a seamless and impactful experience that resonates with the patriotic fervor and enthusiasm of South Korean supporters.

Creative strategy & process

Powerade is most strongly associated with a powerful and dynamic image in the minds of the Korean audience, due to its name and previous communication style. To align with this image, it was best decided to illustrate the product benefit of performance enhancement along with enjoyable visual effects and an electric blue color implying the brand legacy. It is recommended to carry on the brand impression to maintain a consistent brand voice and establish a strong branding linkage.

• Clear brand cues: visual effects of blue rays

• Keep tone & manner: energetic, dynamic sports mood

• Fully convey the brand's key benefits of as a powerful enhancement in performance with main features of ION 4 / Vitamin B

• 6-sec bumper video and 15-sec commercial ad

• Direct message delivered with linkage to brand ambassador's image

• Main Package item: 600 mL PET

Collaborated with both 2D and 3D designers to analyze and evaluate previous Powerade commercials in Korea, comparing them with global Powerade campaigns to identify strengths and weaknesses. Leveraged a comprehensive brief of data points to ensure the themes of power, athleticism, and the spirit of soccer were consistently represented in the commercial. Incorporated 3D elements inspired by previous FIFA advertisements and consulted notable works from the Behance community to optimize creative execution and industry best practices.