Using your global brand to Leverage the World Cup online
I noticed an advert on the train last night, returning from SMX. Toshiba have a promotion… Buy an HD TV and if England win the world cup, you get the TV for free. I thought that this was rather a big risk for them to take, given that the world cup betting puts them at 6-1 (as of today) given that the best Curries can come up with is £10 back for every goal England score.
Then it dawned on me that Curries is primarily a UK brand, but Toshiba is worldwide. Maybe Toshiba’s risks were not as great as I first thought. I did some checking today… and sure enough, Toshiba have managed to coordinate this campaign in several languages across multiple countries.
The offer in Spain (Via Google Translate)
The offer in Italy (Via Google translate)
I am sure that there are more. Interestingly, Italy’s offer does not include HD televisions. Either the market is either staurated or not yet ready for HD.
This is an excellent example of how a global brand can often be more effective than a local one online. Both brands are heavily resourcing a campaign which plays to the same type of person – the same dreams – the same aspirations. But one is offering MUCH more than the other. Yet Toshiba will end up with less risk and a better margin. If England win, they pay out on UK televisions – say £500 a time. But all the other coutries don’t. So their volume more than makes up for the difference. By contrast, Curries are likely to spend £60 on every TV sold over the next few months.
For the consumer, It seems that the BEST bet (if you are in the UK) is to EITHER buy a Toshiba qualifying TV from Curries and cash in twice OR go to Spain and buy it from there (He joked, way too cynically).