Creative Fifa World Cup

ROX team up with Yard for 90 amazing World Cup minutes

By Katy Archer, n/a

July 6, 2018 | 3 min read

Technical marketing agency Yard has teamed up with luxury watch specialists Rox to create a detailed goal scoring analysis and interactive content that builds on the retailer’s partnership with Hublot, the official timekeepers of the World Cup.

Yard and Rox reviewed the timings of all the goals at the tournament so far. The detailed analysis found that viewers are most likely to see a goal in the 51st minute, which has seen 4.1% of all goals at the tournament hit the back of the net.

Statistically, fans are most likely to see a goal between the 51st and 60th minute, with 23 of the tournament’s 146 goals being scored in that period.

The excitement has been slow to build in some of the games, with an average of 36 minutes passing before the first goal is scored and only around 20% of goals have been scored in the first third of matches.

The average time of the goal that determines the result of a game is after 62 minutes. Perhaps more importantly, stoppage time at the end of the game is the most exciting with 26% of all result determining goals being scored in the closing minutes of the match.

Rox and Yard have also created a collection of must see moments from previous World Cups. 90 Amazing Minutes showcases a iconic goals, outrageous fouls and controversial behaviour ranging from Pele’s first World Cup goal to Maradonna’s infamous ‘Hand of God’ goal.

Mark Anderson, content and campaigns manager at Yard said; “90 Amazing Minutes builds on Hublot’s role as the official timekeeper of the tournament. The content ties together the precise timing of the greatest moments from the last 88 years of World Cup action and showcases them in an intuitive, engaging format that football fans will love.”

Rox’s managing director Kyron Keogh said; “We’re proud of our partnership with Hublot and their revolutionary approach to the timing of the matches at the World Cup. Hublot was the first luxury brand to actively support football and we’re thrilled to be able to activate the perfect partnership between football and haute horlogerie.”

A recent collaboration between ROX and Yard, the Art of Luxury Watchmaking, won this year’s Drum Search Award for The Best Use of Content.

Creative Fifa World Cup

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