Campaign overview

Hisense, one of the largest Asian manufacturers of electronic consumers goods, was the official television brand sponsor of the 2018 FIFA World Cup in Russia. Aiming to increase awareness and leverage FIFA’s existing global marketing and advertising activities, Hisense asked Hotwire to help with strategic communications, social media and web positioning in the Spanish and Portuguese markets.

What we did

For the sponsorship campaign in Spain and Portugal, Hisense hired former Portuguese footballer, Luis Figo, as its brand image. During the months of May, June and July, Hotwire used Hisense’s social media channels to engage its community and inform it about the brand’s new products. To do so, Hotwire leveraged the emotional connection with sports – developing creative social content tying into the World Cup and amplifying through paid targeting. Furthermore, Hotwire also created blog posts and newsletters to support various sponsorship events throughout the campaign.


As a result of Hotwire’s efforts, Hisense increased brand recognition among consumers in Spain and Portugal – its social channels saw a 40% increase in followers during the months of the World Cup and its website saw an additional 4,000 visits.

Global reach.
Local flavour.