Hisense was the first ever Chinese consumer electronic brand to sponsor the FIFA World CupTM.

Hisense wanted to use its sponsorship to create brand awareness and to engage with potential customers. We therefore developed the #seetheincredible Road to Russia campaign. Social media was at the heart of the digital strategy, connecting fans across the globe through Facebook, Instagram, Twitter and YouTube. A fully equipped, branded Hisense tour bus travelled to Madrid, Paris, London, Berlin, St. Petersburg before a final stop in Moscow – with World Cup football legends, football freestylers and social media stars on board.

The tour’s host Lloyd Griffith, a comedian and passionate goalkeeper, was joined by FIFA World Cup™ legends including Luis Figo, Robert Pires, Michael Owen, Benedikt Höwedes and Marcel Desailly. Invited fans had the chance to watch a match of their home country with them in the "Room of Legends“, creating “incredible” moments and memories.

Hisense captured the unique moments from the tour to build a social movement and constant stream of humorous and “incredible” video content.