IMPACT REPORT July 8, 2014 | Mid-Newsletter EXECUTIVE CONTENTS SUMMARY

BRANDS AND THE WORLD CUP THE WORLD CUP – LIVE IN BRAZIL

CLICK ON SECTIONS ONLINE & SOCIAL OR FLICK THROUGH MEDIA SLIDE BY SLIDE Click to see more information where you see this sign Click to watch a video, or see content where you see this sign During the group stages of the 2014 World Cup, football TV audience records have been broken around the globe, keeping it on track to surpass the 3.2 billion reach of the 2010 World Cup South Africa. The 2014 FIFA World Cup is moving fast, bringing football fans around the world together to experience the WELCOME! emotions, controversies and celebrations that come with the global sporting event. Fans have been able to catch all of the excitement that takes place on the pitch as it happens as they want to experience the ‘live’ EXECUTIVE SUMMARY event. As a result, TV audience records have been broken in several countries, including the USA, Brazil, France, Netherlands, Germany, Italy, UK, Spain and Japan. THE WORLD CUP SO FAR 200 million people generated 815 million Facebook interactions and 300 million Tweets were recorded during the group stage of the World Cup. As Omnicom Media Group predicted, the 2014 FIFA World Cup is the world’s biggest social and mobile sport phenomenon, with Facebook and Twitter both breaking records during the group stage matches. With fans looking to social media platforms to experience and interact with the World Cup, brands are also taking the opportunity to engage with this mass audience. Social media has enabled brands to interact with different target audiences, engaging them in a tailored way. Furthermore, social media has allowed brands to take advantage of reacting to key moments of the event, such as the Suarez incident, maximising their relevance The World Cup is well underway and to fans. However, brands that decide to take to social platforms must remember that even if it is a local deep down until the knock-out stages, activation that they are implementing, their audience is global – making local nuances ever important.

with many surprises having taken place; but it is safe to say that the Football fans have watched more than 1.2 billion minutes of World Cup ads on YouTube. globe has been swept by World Cup Although TV remains the main way soccer fans are watching the World Cup, it is no longer the only avenue for brands to interact with them. Overall, the 2014 World Cup has challenged conventional advertising, with fever. sponsors turning to new and more interactive ways of engaging with fans. We are seeing many different While the 2014 FIFA World Cup is the approaches in how brands are trying to be noticed throughout the World Cup, including athlete brand world’s biggest social and mobile ambassadors, news hubs, social network accounts and in the moment dynamic media content, among sporting phenomenon, TV however still others. With less of a rule book to follow, unofficial sponsor brands are also trying to leverage new marketing channels to increase their brand presence as a result of the World Cup. remains the main viewing point. In order to capture the progression of the World Cup, we have conducted a mix of different methodologies. For more information about the methodologies used, please click here.

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EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS TREND SPOTTERS “I really haven’t seen LIVE IN BRAZIL HOW DO THEY FEEL any brands winning ABOUT THE EVENT? people’s hearts.” “The atmosphere is very lively and positive. “The main conversation is not Many felt it would be a logistical disaster with about brands, but about the The event has now kicked off … and all the fans having a lot of difficulty getting around but soccer supporters and the things have been going pretty well so far. It parties that follow victories.” attention turned on to soccer! As expected, now can’t be denied that many of the problems that that the tournament is well under way, the focus people predicted have happened, but perhaps they weren’t quite as bad. Most Brazilians has shifted towards the action on the field. seem to be enjoying the soccer fields, as well Football is now a dominant topic of conversation and many report as the foreigners, praising the warm welcome that while they were not feeling particularly excited at the start of from Brazilians and making the most of their WHAT DO THEY THINK the tournament, now that it is under way (and the Brazilian team time here during the World Cup.” remains in the tournament) the excitement levels are rising. the World Cup”. -São Paulo OF BRANDS PARTICIPATING? However, many say that this tournament has not been as exciting “There is the constant barrage of advertisements as previous World Cups (although there have been plenty of on TV in between matches and at half time, but I shocks, including Spain’s exit). have seen little evidence of people talking about “Well, people prefer to watch the actions from brands. It seems that now that the Dissatisfaction with alleged corruption and the cost of the “Most Brazilians thought the opening TV with family and friends, and to soccer has started, that’s all that anyone is talking tournament remain, but vocal and physical protest is now in the ceremony was not the way it should have have a barbecue. About the about.” minority – the focus is now firmly on the soccer. been to show the Brazilian culture of tickets, as it’s so expensive, it’s not -São Paulo While many conversations center around local players, players famous and traditional parties like Carnival. easy for many Brazilians to be in from Europe (e.g., Van Persie) are also widely discussed. A They think if it was produced by a Brazilian the stadium. Social media is very “Brands that stand out at this point are Nike, Coca- funny to see during the games, number of memes have become very popular, often beginning artist, it would be more attractive. They also Cola, Itaú (bank) and Skol beer. Some of the Itaú during the matches themselves as viewers make contributions complained about the choice of and lots of people follow the game bank campaigns motivated people because of their online at the same time as via social media in real time. international singers to present the event: song “Show your strength, Brazil.” The Skol Jennifer Lopez and Pitbull. The press watching live.” Best Regards, campaign is also very captivating because it’s a -Rio de Janeiro around the world also complained about the funny way to welcome the tourists.“

short duration of the event (25 minutes).” -Rio de Janeiro (25 minutes)”. -Rio Janeiro

Click to see memorable

Source: Omnicom Media Group Sonar conducted in partnership with FutureFoundation Fieldwork: campaigns and social media 12th – 19th June, 2014 conducted in Rio de Janeiro and São Paulo.

Unsurprisingly, TV is still the main media driving MOST ASSOCIATED BRAND WITH THE WHERE THE BRAND WAS ENCOUNTERED sponsorship awareness. However, advertising around CURRENT GAME THEY WERE WATCHING the pitch has a massive impact in driving awareness of 60% Total Adidas 64% TV 66% brands in a sporting event such as the World Cup, Other Non-Sponsors 45% Adidas 2%2% 2% 17% surpassing the Internet, which is more relevant for 3% 23% 4% Nike Newspapers, Magazines 16% Coca-Cola 22% 14% delivering context for brands around the event rather 19% Coca-Cola 5% 24% Sony Poster 21% than building awareness. 11% Sony 31% (Fieldwork conducted in UK, Germany, USA, Brazil and China via 34% 8% McDonald's Internet 32% smartphones whilst watching a FIFA World Cup game) 25% 15% Visa 24% Mobile 16% 16% Budweiser 5% 12% 20% 4% After noticing a brand sponsoring the World Cup…. Kia Cinema 8% 2% 15% Emirates 24% Articles Press 14% 13% Hyundai 11% 43% 49% 28% Pitch 40% 70% Claim they have considered Factors pointed out as reason to remember 16% 23% purchasing the brand a sponsor while watching a game: Competition 20% 9% 10% 19% Shop Windows 8% 5% 26% 18% 19% 30% Local Event 19% Claim they have positively Claim to have seen pitch billboard NB: smallsample NB: remainingsizesfor sponsors 16% 19% recommended the brand advertising during match 29% Merchandising 24% 14% 7% 11% PC Games 3% 11% 5% 27% 19% 51% Claim they have Claim it was the first brand to Athletes Clothing 8% 5% purchased the brand come to mind 16% 17% Social Media 18% 14% 9% 20% Athlete's Social Media 5% 68% 18% 7% 4% Claim to feel positive 1% Claim to have seen TV/broadcast Other 5% about the brand 5% advertising *based on spontaneous recall

Source: Omnicom Media Group M:Snapshots, Fieldwork: 24th June – 1st July, 2014: (N = 500 approximately 100 smartphone respondents from UK, Germany, USA, Brazil and Tier 1 China who have been following the World Cup and who were currently watching a FIFA World Cup game).

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS BRANDS POINTS OF VIEW LESSONS FROM THE 2014 WORLD CUP SO FAR FROM Omnicom Media Group’s See how brands SPORTS & ENTERTAINMENT SPECIALISTS leverage global So far this World Cup has shown events for CSR us the power of being a social brand. It has been known that social media has changed the environment in ways brands can interact with consumers – and the brand winners of In 2006, FIFA adopted a the 2014 World Cup so far have truly embraced being social. What new commercial strategy introducing we are seeing is that there is a strong link between the brands that a three-tier sponsorship structure. The first are the most recalled and their online presence. Tier are FIFA Partners, the second are FIFA World Cup Below are some winning behaviors that have been implemented: Sponsors and the third are National Supporters for each FIFA event. The first tier has the highest level of association • Act globally, while thinking about how local markets might react. with FIFA, FIFA events and the development of football • Adopt a relevant, fun and human tone of voice. worldwide, increasing the value and engagement for both • Have frequent updates, including content that has eye-catching sides. The second tier has rights to the FIFA Confederations images in order to stand out. Cup and the FIFA World Cup on a global basis, allowing them to use selected marketing assets and media exposure • Use multiple platforms in a coherent and complementary way (such as well as ticketing and hospitality offers for the event. The as Tumblr, Instagram, YouTube, Facebook, Twitter, etc.). third tier allows brands with ties to the hosting countries of • Apply caution when using certain teams and players, thinking about FIFA events to promote an association in the domestic worst-case scenarios such as being eliminated at the group stage. market. All sponsors are provided a wide product category • Engage your audience by letting them interact with your brand or exclusivity, allowing them to distinguish themselves from message in a personal way. competing brands in their category. These behaviours can be used both by sponsors and unofficial sponsors, making the competition among brands during sporting events a little more complicated. A list of official FIFA World Cup Click here to see the evolution of social media so far. Partners & Sponsors since 1982

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014 and CLICK ON the icon for more information FIFA.COM (http://www.fifa.com/aboutfifa/organisation/marketing/sponsorship/strategy.html) EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SPONSORS CLICK ON BRANDS FOR MORE INFORMATION

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS UNOFFICIAL SPONSORS OTHER WORLD CUP ACTIVATIONS

NIKE “The Last Game” is a story about a scientist and clones who want to prove that riskless football is more effective. Ronaldo and the other original players disagree and are willing to risk everything to prove the scientist wrong. The short film was released on June 9th and has garnered almost 60 million views. Nike has also launched another activation, #AskZlatan, gaining 14,914 Tweets in the last 19 days.

PEPSI Pepsi Max launched the video “The Unbelievable Game” – #LiveForNow. The brand created the first football pitch using inflatable trick mats and invited six soccer freestylers and six free runners to play in one unbelievable game. The video shows off the players’ amazing skills and has gained more than 2.3 million views.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SCRAPBOOK OMNICOM MEDIA GROUP’S PINTEREST BOARD OF BRAND ACTIVATIONS AND STORIES OF INTEREST FROM ALL OVER THE WORLD In collaboration with colleagues worldwide producing over 300 relevant pins about the 2014 World Cup

View the Omnicom Media Group’s FIFA 2014 World Cup Pinterest board

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT IS HAPPENING ONLINE? TOP TOPICS 1 ROUND OF 16 2 ALGERIA V RUSSIA: SLIMANI SAVED TEAM IN LAST MINUTES The Dutch player ITALY V URUGUAY: SUÁREZ’S BITING INCIDENT Brazil v Chile Robben has become 3 more than 388,900 a subject of various mentions per minute on memes, as his fall BRAZIL V CHILE: JARA’S MISSED LAST PENALTY Twitter during the match 4 against Mexico was over-exaggerated. 5 HOLLAND V MEXICO: ROBBEN’S LAST-MINUTE PENALTY 1,245,960 657,936 420,595 645,152 266,942

Luis Suárez went from 26,053 Karim Benzema is the most mentioned player in French In German, Thomas Müller had the most mentions mentions overall in week 1 of the with 76,870 mentions in French and 214,584 overall. during week 1 of the World Cup. During the second He has scored three goals for the French team, week, as in most other languages, Suárez became the World Cup to an additional 1,219,907 securing their position in the round of 16, as well as most mentioned player in German. However, Thomas in week 2 due to his biting incident. having been a contender for the Golden Boot award. Müller remains overall the most mentioned player in German with 15,055 mentions (Suárez had 8,991). Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2nd July, 2014 and Omnicom Media Group Antenna conducted in partnership with repindex Fieldwork: 12th – 26th June, 2014 conducted in 10 languages (English, German, French, Spanish, Italian, Thai, Simplified Chinese, Portuguese, Russian, Arabic). All Sponsors monitored (Coca-Cola, Adidas, Hyundai, Kia, Emirates, Sony, Visa, Budweiser, Castrol, Continental, Johnson & Johnson, McDonald’s, Moy Park, Oi, Yingli). EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS POINTS OF VIEW FROM SOCIAL MEDIA EXPERTS CLICK ON THE SOCIAL MEDIA EXPERTS FOR THEIR POINTS OF VIEW

Source: Twitter and Facebook. Fieldwork: 15th – 31st May, 2014. EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS FACEBOOK AND TWITTER TWITTER AND THE WORLD CUP 300 MILLION TWEETED IN RELATION TO THE TALK FOOTBALL WORLD CUP DURING THE GROUP STAGE. HERE ARE SOME HIGHLIGHTS: 1. We saw the first use of goal line technology in a World Cup and the Adidas ball confidently tweeted ‘Goal’. FACEBOOK AND THE WORLD CUP 2. Rihanna announcing her support (and condolences) 220 MILLION PEOPLE GENERATED 1 BILLION for 'her baby Ronaldo’. FACEBOOK INTERACTIONS RELATED TO THE McDonald's targets 57 3. One super fan that reigns above all others as countries with the campaign #VEMIBRA to get Zlatan Ibrahimovic to WORLD CUP FROM JUNE 12-29th. ditch his holiday plans and go to Brazil has paid off. '#FryFutbol' campaign. To HERE ARE SOME HIGHLIGHTS: 4. Marcelo (@12MarceloV) scoring team’s own goal in the see what is being shared th opening match was the most-tweeted moment, with 1. On June 20 , the World Cup had already driven more on Facebook, click here. conversations on Facebook than this year’s Super 378,085 Tweets per minute. Bowl, Oscars, and the Sochi Olympics combined. 5. Mario Balotelli’s Tweet about the fate of #ENG and the Queen as of June 26th had 17,185,016 impressions 2. The most social group match had over 58 million people and 177,109 retweets. and more than 140 million Facebook interactions thanks See what is trending about to Brazil’s win over Croatia in the opening match of the the #WorldCup on Facebook: World Cup. You can find 3. When it comes to countries buzzing about the group animated stage, Brazil wins first place followed by USA, UK, Indonesia and India. Twitter World Where people around the world are Cup Group President Obama 4. Neymar has been the most talked about player during sent a message to the group stage. talking about the World Cup: Matches maps HERE. the U.S. soccer 5. 31 million people had 75 million Facebook interactions team on Vine. related to the Brazil v Chile match on June 28th.

Source: Twitter and Facebook. Fieldwork: 12th June – 2nd July, 2014. EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS REGIONAL OVERVIEWS CLICK ON EACH REGION TO SEE MORE INFORMATION

The Union Berlin football club stadium turned into a giant living room for the World Cup. The club invited people to bring their own sofas to the stadium to watch the game REGIONAL together on a 700-inch screen. Around 12,000 fans attended the first game of the World Cup between the host POPULATION nation and Croatia, around 3,000 watching on sofas. (Millions) A Netherlands fan has had a permanent tattoo in honour of his country's performance at the World Cup in Brazil. The tattoo includes coach Louis van Gaal and captain Robin 1,835 van Persie placed on his back.

After Spain’s elimination in the World Cup, the La Roja team is going to be rebuilt. The 2014 World Cup will be the last international level fixture for many of Spain's stars: David Villa, Xavi, Xabi Alonso and Iker Casdillas are WINNING considering retirement. AVERAGE Ghana’s World Cup team had not been paid for their appearance fees since the World Cup started, since DURING THE players and the government could not settle on the form of payment. After a decision had been made Ghana government officials pre-financed the payment in cash, put GROUP STAGE it in a plane and flew $3 million over to Brazil.

During the final Group D dead rubber with Costa Rica, England’s fans were supporting the team with a 37% MasterCard-style banner: Flights to Rio - £1,200; Enjoying the ambience - £2,000; Accommodation - £2,000; Arriving after elimination - Priceless."

Source: OMG Insights across 81 Markets. Fieldwork: 8th – 24th June, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS GERMANY

Mesut Özil NETHERLANDS TOP PLAYERS Robin van Persie BELGIUM BY COUNTRY EMEA Eden Hazard SWITZERLAND Josip Drmic ENGLAND BOSNIA-HERZEGOVINA Wayne Rooney CLICK ON INFO SIGNS Miralem Pjanic for more about the athletes FRANCE Karim Benzema PLEASE NOTE THAT THOSE RUSSIA IN BLUE HAVE Igor Akinfeev PARTICIPATING TEAMS IN SPAIN Andres Iniesta THE WORLD CUP, BUT WE IRAN HAVE ADDED INFORMATION Javad Nekounam IN YELLOW ABOUT OTHER PORTUGAL MARKET SUPPORT Cristiano Ronaldo UAE, KSA, EGYPT Lionel Messi +Denmark, Sweden and +Latvia supports Turkey also support CROATIA ITALY Mario Mandžukić Andrea Pirlo

ALGERIA GREECE Sofiane Feghouli Kostas Mitroglou CAMEROON

IVORY COAST NIGERIA Yaya Toure Samuel Eto GHANA Kevin Prince Victor Moses Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014. Boateng

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SPONSORS - EMEA CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

SPAIN - DISNEY Disney has launched the movie “Aviones” in Spain supporting the Spanish football team for the World Cup.

. Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

TOP TOPICS Dutch fans celebrate their team's victory on a live ROUND OF 16 telecast inside the FIFA 1 Fan Fest area. 2 SPAIN, PORTUGAL AND ITALY ARE OUT 3 GHANA’S ASAMOAH GYAN IS THE TOP AFRICAN GOAL SCORER German fans celebrate during a broadcast at Copacabana beach in Rio de Janeiro.

French supporters at the Brasilia national stadium in Brasilia.

@Cristiano is the third- highest influencer for France has Source: According to a the #WorldCup hashtag 3,318,919 local fans bleacherreport.com ranking, making them the 5th EMIRATES with 27,528,346 24/7Sports Robin van Persie’s goal against followers. top nationality Spain is the greatest goal of following the page the 2014 World Cup Group Stage

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS REGIONAL OVERVIEWS CLICK ON EACH REGION TO SEE MORE INFORMATION

BRAZIL Brazilians were not impressed by the Opening REGIONAL Ceremony, as they expected more from the organization. Some blamed politics, and others FIFA. POPULATION Overall, it was said that the ceremony must not spoil (Millions) the grass on the soccer field.

CHILE Chile’s Mauricio Pinilla has had a tattoo done on his back 582 of his crossbar-hitting shot against Brazil. The tattoo will be a reminder to Pinilla of his effort to secure a goal in the closing seconds of extra time.

ARGENTINA Argentina wins against Switzerland 1-0 in extra time. The team will be moving forward to the quarter-finals of the 2014 WINNING Brazil World Cup.

AVERAGE COSTA RICA After 24 years of their first World Cup appearance, Costa DURING THE Rica made the round of sixteen for the first time. The whole country is overjoyed and proud, as their team qualified for GROUP STAGE the quarter-finals. COLOMBIA As the Colombian team played in the World Cup, fans turned to Twitter to engage with the nation in support of 63% their team. The hashtag #Contigomiseleccion (#togethermyteam) was the most popular during their matches, with 46% of the total interactions.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRADNS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS COSTA RICA TOP PLAYERS Bryan Ruiz Gonzalez BY COUNTRY LATAM HONDURAS COLOMBIA James Rodriguez

CLICK ON INFO SIGNS Carlo Costly for more about the athletes BRAZIL NEYMAR Jr.

URUGUAY MEXICO Luis Suárez Rafael Marquez

ECUADOR Antonio Valencia

ARGENTINA Lionel Messi CHILE Alexis Sanchez

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SPONSORS - LATAM CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

BRAZIL - ITAÚ (National Sponsor) The Brazilian bank Itaú launched the “Mostra tua força Brasil” (“Show your strength, Brazil”) video. A rousing anthem features singers Paul Miklos and Fernanda Takai and the clip has had over 17 million views on YouTube.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

Mexican supporters TOP TOPICS play musical ROUND OF 16 instruments outside 1 the Arena Castelao. 2 ARGENTINA FANS A Uruguay supporter 3 JAMES RODRIGUEZ shows his teeth before the match Colombia v Uruguay.

Brazilian supporters celebrate after a penalty shoot out at the end of the match Brazil v Chile.

Marcelo Diaz,

52,212m distance Source: James Rodriguez appeared to covered EMIRATES be a possible World Cup top Ezequiel Lavezzi, 24/7Sports scorer, and Colombia cruised into Argentina’s new the quarter-finals. heartthrob “El Pocho”

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS NORTH AMERICA WHAT’S REGIONAL OVERVIEW HAPPENING? Millions are tuning in to watch the World Cup games. The 2014 FIFA World Cup tournament is being televised on three English language networks (ABC, ESPN U.S. & CANADA #IBelieveThatWeWillWin, ESPN2) and three Spanish language networks (Univision, Univision Deportes, POPULATION Galavision) in the United States. (Millions) Google Canada has launched its first ever OOH campaign to coincide with the World Cup, highlighting geo-targeted trends in real time throughout Toronto. The pop-up murals are located in seven “soccer-loving” 351,307 locations in the city. For example, in Little Italy murals display searches about Italy’s team.

The U.S. soccer team coach, Jürgen Klinsmann, posted an excuse note on Twitter for people to get out WINNING of work and support their national team. AVERAGE Astronauts watch the World Cup aboard the DURING THE International Space Station. American astronauts Reid Wiseman and Steven Swanson, and German astronaut GROUP STAGE Alexander Gerst, are enjoying the games in space.

President Obama has also been swept up in the World 33% Cup, including sending Tweets and Vine messages supporting the U.S. soccer team.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

CLICK ON INFO SIGNS for more about the athletes USA

Jozy Altidore USA

USA

Clint Dempsey

Tim Howard

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SPONSORS - NA CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

TOP TOPICS US fan celebrates at a viewing party in Los 1 US MOVING ON TO KNOCKOUT ROUND: 54,892 FACEBOOK AND TWITTER ENGAGEMENTS Angeles, California. 2 CLINT DEMPSEY

LEAPING LEGEND TIM HOWARD HAS GAINED A 144X SPIKE IN GOOGLE SEARCH DURING THE ROUND OF 16 US fans react to the 3 Belgium v USA match at Jack Dempsey’s pub in New York.

TOP SHARED Fans react as they watch VIDEO a live simulcast at the Civic Center plaza, San Francisco.

Source: EMIRATES 194,484 FACEBOOK & 563,524 YOUTUBE 24/7Sports TWITTER ENGAGEMENTS VIEWS, 101,592 COMBINED SHARES

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS APAC WHAT’S REGIONAL OVERVIEW HAPPENING?

REGIONAL South Korean newscaster Jang Ye Won became the latest World Cup sensation after a news clip of her POPULATION covering the Spain v Chile match went viral. (Millions)

According to a study done by the Adobe Digital Index, the Asia Pacific region is producing 48% of the social 4,200 buzz around the World Cup. Japan is leading the way with 37% of World Cup mentions.

Weibo has introduced real-time branding during the 2014 FIFA World Cup. Brands are responsible for their own social media scores where Chinese netizens need only WINNING enjoy or disapprove of the brands’ reactions to daily AVERAGE matches. As one of the world’s most expensive places to watch the DURING THE World Cup at home, this year’s event has brought out the community spirit in Singapore. Thousands of Singaporeans GROUP STAGE are gathering in venues that broadcast the matches free, staying until the early hours of the morning.

Japanese fans were named the most courteous as 0% reports surface that the Japanese are the only ones to clean up after themselves at the end of matches, even despite losing. Their actions have earned the respect of many worldwide.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

CLICK ON INFO SIGNS SON for more about the athletes HEUNGMIN

JAPAN

TIM CAHILL

SHINJI KAGAWA

AUSTRALIA

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS 2014 WORLD CUP SPONSORS - APAC CLICK ON BRANDS FOR MORE INFORMATION ABOUT THE PROGRESSION OF THE SPONSORS’ BRAND ACTIVATION SPECIFIC TO EMEA.

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS WHAT IS HAPPENING ONLINE APAC TOP TOPICS 1 TIM CAHILL’S STUNNING GOAL AGAINST THE NETHERLANDS JAPANESE FANS PICKING UP THEIR OWN TRASH AFTER THE TEAM LOST THE GAME Fans gathered at giant 2 television screening in Seoul, Korea Republic. 3 ASIA OUT OF THE WORLD CUP

Japanese fans gathered at Tokyo’s Shibuya shopping district.

Source: To see some of the loudest The Philippines and EMIRATES Japanese fan conversations go 24/7Sports India together represent 7,616,766 views, to Sony’s One Stadium Live 8.8% of all McDonald’s 249,746 shares Facebook page followers

Source: Omnicom Media Group Insights across 81 Markets. Fieldwork: 12th June – 2th July, 2014.

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS VIRGINIA ALVAREZ [email protected] CONTACTS TYSON HENLY [email protected] VERA SIMPLICIO [email protected] JED MEYER [email protected] CHELSEA HORNCASTLE [email protected] JOSH FARBER [email protected] LILIYA GRECHINA [email protected] JOSHUA MESSINGER [email protected]

KEBRINA ROBINSON [email protected]

GUY HEARN [email protected] GENEVIEVE CHEN KARINA BESPROSVAN [email protected] [email protected] YONG SHEL VEI [email protected]

EXECUTIVE THE WORLD CUP – BRANDS AND WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS IMPACT REPORT July 8, 2014 | Mid-Newsletter