How Hisense's FIFA Club World Cup 2025 campaign delivered more than 70 million impressions

Campaign ME

5 days ago

Hisense has wrapped a 360-degree campaign for the FIFA Club World Cup 2025, building on its seven-year partnership with FIFA, across the UAE, Qatar and Oman.
Titled 'Own The Moment', the campaign blended digital, physical, and experiential platforms in an effort to meet fans wherever they are: online, in stores, or at on-ground activations. The campaign's intention was to celebrate the extraordinary passion and unforgettable experiences that football evokes, encouraging fans to fully embrace every thrilling moment of the FIFA Club World Cup 2025.
'Online, the campaign delivered over 70 million impressions, 10 million views, a reach of 58 million, and generated more than 1 million pieces of user-generated video content, reflecting its viral momentum.'
The campaign also builds on Hisense's recent partnership with football club Real Madrid, which was a top contender at this year's FIFA Club World Cup 2025.
'Our collaboration with FIFA Club World Cup 2025 is a reflection of Hisense's ambition to deliver world-class experiences through pioneering user-centric technology,' said Jason Ou, President of Hisense Middle East and Africa.
Why Hisense has integrated football into its core messaging
As an official sponsor of the FIFA Club World Cup 2025, Hisense's growing presence in international sport demonstrates a long-term strategy to connect with fans through shared passion points, while continuously advancing its product technology to level up the viewing experience.
Speaking to Campaign Middle East on this strategy, Fazalur Rahman, General Manager Marketing, Hisense MEA said: 'What sets Hisense apart is that we don't just sponsor football, we integrate with it.'
'Our strategy goes beyond logos and sidelines; it's about embedding our products into the experience. From high-definition, immersive viewing to smart home tech that supports every moment of matchday, we show, not tell.'
Through these partnerships, Hisense aims to affirm its positioning as a trusted partner at the epicenter of football's greatest moments. 'This initiative is very much aligned with our ongoing global strategy to strengthen brand affinity through iconic sporting partnerships, including our work with FIFA, UEFA and Real Madrid,' Rahman said.
The strategy behind the FIFA Club World Cup 2025 'Own the Moment' campaign
According to Rahman, 'Own the Moment' is a natural transition from the technology brand's previous 'Beyond Glory' campaign. Furthermore, the shift aims to reflects a more immersive, emotionally resonant approach, where fans aren't just spectators, they're participants in the excitement.
'Hisense's long-term vision is to create meaningful, tech-enabled moments for our consumers and sports, especially football, serves as a powerful platform to do that,' Rahman said. 'The campaign effectively reflects how Hisense technology brings fans closer to the action, making every moment more immersive and memorable.'
To actualise this, Hisense created several touchpoints for fans to engage with its technology. The campaign included in-person experiences such as The VR zone, Laser TV stadium experiences, and gaming trials, as well as limited-time promotions offering 48 lucky winners a full refund if Real Madrid won the FIFA Club World Cup 2025.
'This approach deepens brand equity by building associations not just with world-class football, but with innovation, entertainment, and everyday excitement, all underpinned by trusted technology,' Rahman said.
The brand also launched special edition Real Madrid models spanning Hisense televisions, air conditioners, and Laser TVs. Finally, two winners were also chosen to receive a travel voucher to visit the winning club's country and embrace the spirit of the FIFA Club World Cup firsthand.
'It's about emotionally connecting with consumers during the moments they care about most, and ensuring our technology is creating those memories,' Rahman said.
The campaign's roll-out and results
The 360-degree campaign launched across digital, physical, and experiential platforms. On social and digital platforms, the campaign was extended through Hisense's football-focused podcast Own The Mic, interactive content, product and ticket giveaways, and real-time tournament storytelling.
The campaign came to life in the UAE at Mall of the Emirates in Dubai, where The Hisense Arena created a hub of fan interaction, with VR football trials, FIFA gaming stations, skill-based challenges, and a fully immersive stadium-like viewing zone.
'This physical experience brought the spirit of the game to life,' Rahman said, who stated that within just 10 days, the activation welcomed 108,000 visitors.
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'The space came alive with daily shows, competitions, and games hosted by emcees, giving visitors the chance to win exciting FIFA merchandise and Hisense products. Face painting, football freestylers, and engaging family-friendly activities helped build a vibrant, inclusive atmosphere that kept crowds coming back,' he said.
'Online, the campaign delivered over 70 million impressions, 10 million views, a reach of 58 million, and generated more than 1 million pieces of user-generated video content, reflecting its viral momentum,' he added. 'Sales also saw a notable uplift, particularly in the UAE, as fans responded enthusiastically to initiatives like 'Real Madrid Wins, Hisense Pays' and exclusive prize draws.'
Localisation a key factor in success of the FIFA Club World Cup 2025 'Own the Moment' campaign
Rahman says the campaign succeeds because it localised messaging for audiences in the region.
'Localisation is key to campaign resonance and as such, Own the Moment was built with regional audiences at the centre,' he said. 'From tailoring promotions in UAE, Qatar, and Oman to hosting the Hisense Arena in one of the Middle East's busiest shopping malls, every touchpoint was designed for local relevance.'
The brand also brought in former Spanish goalkeeper Iker Casillas for a Dubai-exclusive moment and activated in both Arabic and English to ensure inclusivity.
'Even the choice of prizes, like full product refunds and premium home tech, reflected the consumer aspirations of the region,' Rahman said. 'Going forward, we'll continue to tailor our global strategies with local insight, whether it's through retail partnerships, content collaborations, or exclusive in-market experiences.'
Credits:
Client: Hisense MEA
Digital and social media agency: Glimpse Digital Marketing
Chief Executive Officer: Rayan Tarraf
Chief Marketing Manager: Janine Alyssa
Creative Director: Shannon Rodriguez
Copywriter: Ahmed Salem
Account manager: Simone Bangera
Traffic Manager: Omar Abdulhadi
Account Executive: Helena D Silva
PR amplification: House of Comms