Unlocking a motorsports audience through a football sponsorship
Helping to bring Neymar and Ken Block together to create the most shared Football World Cup advert of all time.
Audience
Unlock a motorsports audience for Castrol through its FIFA Football World Cup 2014 sponsorship.
Brief
Create and implement a campaign that strategically brings football and motorsport together as the brand transitions from its football sponsorship back into motorsports.
Outcome
We helped bring Brazilian footballer, Neymar, and Gymkhana king, Ken Block, together to create Footkhana, a global phenomenon that became the most shared football World Cup advert of all time. The campaign resulted in 17 million views and widespread coverage with a reach of over 1 billion. Audiences in over 20 different global markets were exposed to the sensation including the USA, Japan, Australia, Germany, Spain and Malaysia.
Process
KINC worked with Castrol and partner agencies to help develop the concept of Footkhana, which was designed to bring together football and motorsports audiences.
Central to the campaign was the creation of a short film hosted on YouTube showing what happened when Neymar Jr led a team of freestyle footballers against Ken Block.
KINC worked closely with Castrol on building a structured media campaign around the hero piece of content that maximised campaign assets to create high impact global press coverage.
The agency was responsible for the media activation of the campaign across the globe which enabled the Footkhana film to be shared over 850,000 times.
