With two months left to the start of the 2018 FIFA World Cup, StarTimes, one of the three rights owners of the tournament in Nigeria, unveiled its promotional video on Monday, April 9.
The two and half minute TVC shows a timeline of Nigeria’s World Cup participation over the last 24 years through the eyes of a boy who grew into a man.
It opens with a young boy watching the Super Eagles’ debut goal by Rashidi Yekini at USA ’94 with his father. The video then chronicles Sunday Oliseh’s goal at France ’98 and Julius Aghahowa’s celebratory backflips at Korea/Japan 2002. It is followed by the heartbreak of non-qualification for Germany 2006, the infamous Yakubu Aiyegbeni miss at South Africa 2010 and Ahmed Musa’s terrific goal against Argentina at Brazil 2014.
All these tournaments show different stages in the life of the character that is now in his 30s with a family of his own.
The beauty of it is that as a teenager who watched the USA ’94 World Cup and is preparing to see Russia 2018, I can relate with the emotions all through the years. The passage of time on the character mirrors my life and the joys and heartbreaks suffered with the team.
StarTimes has presented a TVC that will speak to many Nigeria fans who are in their 30s, 40s and upwards as we gear up to watch the next instalment of the World Cup.
Will this campaign lead to an uptake of StarTimes decoders or subscription payments for owners that haven’t used their products in several months? That is left for the company to tell us at the end of the World Cup.
The World Cup broadcast market is tougher this year than during any previous tournament with FIFA having issued broadcast rights to three major companies across the Sub-Saharan African market.
In 2017, FIFA announced that SuperSport, Kwese TV and StarTimes have all been granted rights to broadcast the 2018 World Cup across pay TV platforms in Sub-Saharan Africa. For free-to-air, Kwese TV won it for Sub-Saharan Africa while SABC got for the South African market.
There’s going to be a lot of competition for viewers’ attention this summer. SuperSport already opened its World Cup promotion in December 2017 with its nostalgic “Connect with Greatness” campaign where football legends like Pele, Sunday Oliseh, Austin ‘Jay Jay’ Okocha and Michael Owen, among many others, speak about their experience of the Mundial.
Kwese TV has yet to unveil its World Cup promotion with the newest entrant into the sport television market maybe taking its time or not certain how it wants to position itself.
Russia 2018 is almost here, the Tournament starts on June 14 and will offer great excitement to lovers of the world’s greatest sporting spectacle.
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