Hisense Converts FIFA Buzz Into 27K Aussie Fan Leads

Opportunity

Hisense wanted to leverage their global sponsorship of the 2018 FIFA World Cup within Australia to ensure they were at the forefront of conversations around the World Cup, while also driving sales in the Australian market.

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Solution

Our data-driven strategy aligned all Hisense’s agencies to deliver a FIFA World Cup Campaign across all touchpoints nationwide. The campaign included a mass data-capture element targeting Football fans. This was run in conjunction with a secondary promotion that gave fans the opportunity to win a trip to Russia by purchasing and registering a Hisense product. As product registrations provide Hisense with a direct way to attribute sales, the campaign allowed us to track and attribute ‘World Cup’ sales far beyond the short window of Football activity.

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Result

The campaign generated Hisense a database of over 27k Football fans, with over 8% of leads highlighting a degree of purchase intent through browsing behaviour and engagement.
The successful strategy has now been applied to Hisense’s wider business marketing operations, beyond their partnerships.

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"The team at Greenroom are always willing to go the extra mile to ensure we're as digitally sophisticated as possible. Greenroom manage our entire marketing database and segmentation, as well as data capture campaigns to extract as much value from our partnerships as possible. We feel like they're a true partner in our business.”

GIDEON LUI - Head of Marketing, Hisense Australia