The best and worst World Cup marketing campaigns so far
Tapping into World Cup passion authentically is the key to marketing success, but it’s easier said than done, writes IPG Mediabrands’ Sam Enshaw. Here, he lists some of the tournament’s best and worst campaigns.
In 2010, in a small town in regional Australia of just over 2,000 people, I experienced something that went on to change my life. I saw an ad. A heavily branded piece of content designed to shift product aimed squarely at teenage me. That ad was Nike’s ‘Write the future’.
The moment I saw that work I was engrossed. I downloaded it illegally and watched it on repeat, showing anyone who would listen, even those that didn’t. The split decisions that can change a life, the stories of rags-to-riches and the legacy these idols created left me absolutely spellbound.
The learnings are applicable in all advertising.
How ever much your target might respond to something you’d tell or show, they would respond twice as much and for twice as long to an emotion you’d make them feel.
Imagine trying to sell the 3 minute “write the future” ad in now as the media agency insist on 30” efficiency, a clear brand within first 2 seconds all the while trying to sell some god awful media partnership in the background as that’s where they make the $$.
I thought Optus Sports making their exclusive 64 game World Cup coverage ”key point of differentiation in the market” was pretty fantastic……