Belgium vs Japan: PR Lessons From Russia

Written by Timilehin Adebiyi and Sharon Grey.

 

Belgium completed a dramatic comeback as they were almost sent to the gallows by a very fluid Japanese team. Belgium came into the game as clear favorite, after winning their group with maximum points; meanwhile, Japan was saved by a tie breaker rule which evidently sent our African brothers Senegal home. The Belgians bossed the Japanese in the first period, keeping possession of the ball and always looking threatening.

Things went south for the Belgian team three minute into the second half with Japanese Genki Haraguchi scoring against the run of play. Two minute later, Chelsea’s golden boy Eden Hazard, saw his well taken shot hit the post. Things went from bad to worse for Belgium, in the fifty second (52) minute, Takashi Inui, who by the way has been a revelation in this World Cup increased Japan’s lead with another well struck shot, beating Belgian goalkeeper Thibaut Courtois from outside the 18 yard box.

In response to the second goal, Belgium’s Coach Roberto Martinez, introduced Marouane Fellaini and Nacer Chadli. Belgium were give a way back into the game through Jan Vertonghen goal in 69th minutes, five minutes later, Belgium leveled up the game with Marouane Fellaini scoring after a fantastic cross from Eden Hazard. Nacer Chadli broke the hearts of over 172 million Japanese when he scored after a beautiful counterattack 90 seconds from time.

With that goal, Belgium become the first team in World Cup history to have two subs coming on and score a goal in a World Cup knockout game. They also become first team in modern World Cup history to come back from a 2+ goal down to win a World Cup knockout round match within regulation time. Portugal in 1966 World Cup also achieved the same feat when they knockout DPR Korea in the quarterfinals. This means, 2 of the greatest World Cup comeback of all time as seen European nations eliminating Asian countries.

In connecting with the target audience, brands finds out that even the best laid strategies may not bring about desirable results. In communications, traditional advertising seems to always have the lead, until PR ‘school’ them on how it’s done.

The ability of Roberto Martinez (Belgium Coach) to recognize that his strategy was not delivering the expected outcome showed that he understands the playing field and his subsequent substitutions indicated that he knows when to deploy the right players to turn a disappointing game into a spectacular victory. PR is fluid and real time, when strategies and tactics offer less desirable results, PR experts know when to change tools and methods on the spot that will not only salvage a disappointing campaign but turn it into a resounding success.

Belgium will now play Brazil for a Semi- Final spot on Friday 6th of July; and with the previous win, the game should be lit.

Leave your comments

Your email address will not be published. Required fields are marked *