Online retailer Wish has a new World Cup integrated marketing campaign featuring major soccer stars whose countries didn’t make the 2018 World Cup, and Wish used the players at home to start social conversations with the players at the World Cup. The ad spots showcase absent players in their home environment, sitting out the World Cup discovering new hobbies by purchasing products on Wish, including Tim Howard, Gareth Bale, Robin van Persie, Claudio Bravo and Gianluigi Buffon.
Neymar Junior and Paul Pogba are included in the campaign while they’re onsite at the World Cup, watching on their phones as the other players do their hobbies during their time off. Wish have been promoting this campaign globally on TV during the tournament - and have also secured access to the players social media accounts - creating some conversations between the players in real time as the videos are released. An example of the campaign coming to life on social media between players at home and those at the World Cup, Bale becomes an expert hairdresser after buying a pair of clippers.
When Paul Pogba posted his own Wish video, Bale responded by offering to style Pogba’s hair for the big game, and asked “red or blue this time,” sparking rumors that Pogba would be going to leave Manchester United in the UK press.
Created in-house at Wish.
Concept: Sam Jones (head of partnerships) and Hassan Yahya (head of platform advertising).
The campaign was executed by Wish’s in-house creative director, Martín Rossetti.
Wish also used London agency, Archers Mark.