Les activations des partenaires de la Coupe du Monde Féminine FIFA (1/2)

C’est l’actu du moment de la planète football. Pour celles et ceux qui ne le savent pas, se déroule actuellement la Coupe du Monde Féminine de la FIFA en Allemagne et nos françaises réalisent un beau parcours plus qu’honorable, ayant gagné leurs deux premiers matchs et qualifiées pour la phase suivante.

Je n’avais pas noté dans mon agenda de me rendre en Allemagne pour assister à l’un des matchs (à l’inverse de 2 autres personnes qui ont même fait un billet sur leur voyage, ici et ) mais en contrepartie, je vais essayer de vous faire un petit résumé de la compétition sous l’angle du marketing sportif…

Pour commencer, la Coupe du Monde Féminine comporte 12 sponsors : 6 sponsors FIFA, présents sur toutes les compétitions FIFA, contre un gros chèque (adidas, Coca-Cola, Emirates, Hyundai-Kia, Sony & Visa) et 6 supporters nationaux : Allianz, Commerzbank, Deutsche Bahn, Deutsche Post, Deutsche Telekom & REWE Group.

Une fois n’est pas coutume, un peu de chauvinisme, on va commencer par nos Bleues adorées. Je vous avais déjà parlé de Nike et de Laure Boulleau, focus sur le Crédit Agricole et sa page facebook « On a tous un côté Bleu » qui est relookée pour l’occasion et met à l’honneur les « Demoiselles de Clairefontaine » et un claim populo-sexy « Les gambettes sont les reines de la roulette ».

Sur l’onglet dédié, vous retrouverez donc des vidéos qui vous feront rentrer dans l’intimité du groupe France au travers des questions comme « Quel est votre surnom? », « Tu te maquilles avant un match? », « Qui est la joueuse la plus coquette? ». On y découvre une Elodie Thomis (ailière de l’OL) très chambreuse et je me suis surprise plusieurs fois à sourire et à rigoler donc c’est que ça fonctionne. Voici la dernière vidéo publiée sur la page facebook :

 

On termine avec adidas qui a mis en place l’activation la plus féminine et sportive du tournoi selon moi, avec le site adidas weltmeisterin 2031. L’objectif est simple : « Um die Deutsche Fußballnationalmannschaft weiterhin mit grossartigem Nachwuchs zu versorgen, wird jede Menge Herzblut in die nächste Generation investiert. Und damit auch in Ihre Tochter! ». Pour ceux qui ne maitrisent pas la langue de Goethe, cela veut dire qu’adidas invite les parents d’aujourd’hui à inscrire leurs petites filles sur le site pour recevoir un baby-starter kit et commencer dès maintenant à entrainer la future star de la Mannshaft qui d’ici 20 ans, en 2031, sera la future star de la Coupe du Monde Féminine de la FIFA. C’est simple, c’est bien éxécuté et cela démontre l’engagement de la marque dans le sport mais aussi sa capacité à parler à une cible qui n’est pas normalement touchée par le football à travers un message qui fait appel à la fibre maternelle et la fibre nationale.

 

La suite dès demain! N’hésitez pas à faire part de vos commentaires sur ces campagnes et notamment la dernière d’adidas, mignon ou too much?

69 Commentaires

  1. Moins enthousiaste que toi sur l’activation Crédit Agricole. Je trouve la réalisation bâclée, et les vidéos de piètre qualité par rapport à ce à quoi je m’attendais de la part de cette banque. Maintenant, ils ont clairement le mérite d’en faire quelque chose, et c’est déjà pas mal.

    J’aime beaucoup l’utilisation faite par nike et adidas !

    • Tu connais sans doute mieux Credit Agricole que moi mais l’idée est là et je trouve que cela fonctionne. Après dans l’exécution, on aurait pu faire mieux c’est sur mais c’est déjà une belle initiative non?

      • Complètement d’accord, bonne initiative, comme je le dis à la fin. C’est vraiment bien d’avoir fait quelque chose, mais je pense que ça aurait pu être encore mieux 😉 (oui, je suis exigeant…)

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