While the big World Cup sponsors are attempting to score big with a large audience in order to boost sales, PayPal is using the mega-event as a cause marketing effort in conjunction with Brazilian soccer star Neymar, bringing awareness to the necessity for clean water in Brazil. A fundraising drive, Competition for Good, is positioned as a contest among football fans around the world, who donate through PayPal on behalf of 32 national teams.
The effort is a partnership between PayPal and Neymar’s nonprofit, Neymar Jr. Project Institute. Proceeds go to Waves for Water, which provides communities with water filters and, in this case, will donate filters in the cities where the matches are taking place. From the semifinal matches on July 8 through the final on July 13, PayPal will also match donations 100 percent. The initiative is a nice way to tie together the sporting event of the year with a CSR campaign while also driving consumers to log into their PayPal accounts.
Photo Credit: PayPal
Brazil’s GDP rose 1.9 percent in the second quarter after a downward trend that had lasted two quarters, and Brazil’s finance minister has announced that the country has “left the crisis behind.” The media has shifted its attention away from the “economic crisis,” and the news now mostly covers the discovery of oil in Brazil’s deepwater pre-salt region, the political crisis in the Brazilian Senate and the performance of the national soccer team in the run-up to next year’s World Cup.
Advertising communication has, of course, reflected this shift. In the retail sector, some of the brands whose crisis-related strategies we’ve written about, such as Ponto Frio and Wal-Mart, are shifting back to their regular positioning. Wal-Mart is delivering its “Save money. Live better” positioning, associating itself with the idea of sustainability, while Ponto Frio is falling back on a retail promotional program for its upcoming anniversary.
Retail brands offer a good example of how brands across Brazil are following the suggestion of the finance minister and leaving the crisis behind. Now … what’s next?
Photo credit: Fernando Stankuns