Abby Wambach Kicks Off Cree’s Soccer Lighting Campaign

Abby Wambach, the captain of the World Cup’s U.S. Women's Soccer Team, enters a dark stadium with a poorly incandescent lit soccer goal. She proceeds to decimate the ugly row of lights suspending from the top of the soccer goal by making perfectly aimed scores, and eventually switches on the newly installed LED lights with a remote control.

Cree's 90 second ad coincides with the ongoing FIFA Women's World Cup, and highlights several of the company’s key strategies, and is targeting audiences that might be interested in LED lighting in both B2B or B2C settings, reported Media Post.

Sports stadiums are a significant market for the brand, said a Cree spokesperson.

Cree has been pitching the advertisement video made in partnership with advertising agency Baldwin through paid social media advertising, such as on Facebook and Twitter to seeding the video to about 700 to 1,000 soccer-related social influencers. The company has been working with media agency TapInfluence to spread its video clips.

The sports-related media usually has worked well and in favor for Cree, and acts as a brand differentiator, said the Cree spokesperson.

Cree’s advertising budget from 2012 to 2014 was US $9.7 million, $18.2 million and $26.6 million respectively.

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