The Economist, a leading source of analysis on international business and world affairs, today launches a real-time, reactive campaign for the 2018 FIFA World Cup. While the usual pundits will talk about who scored what and how, The Economist will be looking at the nations behind the squads, providing a detailed perspective on what is really going on within each of the participating nations. The activity is designed to increase awareness amongst audiences in UK, Europe and Latin America, piquing the interest of prospects who may be new to the brand by cleverly directing football fans to in-depth content hosted on a dedicated Economist World Cup hub.
Created by Proximity London, the activity will kick-off with display advertising and will also be supported by social media. Live scores will be used throughout the event to develop dynamic creative ads that will feature on footballing websites. Depending on the result of each game, the ads will feature provocative lines that will lead globally curious football fans through to Economist content.
For example, on the first day of the tournament, if Saudi Arabia triumphs over Russia, the execution will read: ‘Not even Facebook could influence this outcome for the Russians.’ Alternatively, if Russia beats Saudi Arabia, the ad will be feature the line: ‘Look out for “Russia win ‘8-0’” posts on Facebook’.
The dynamic campaign will run throughout the 2018 FIFA World Cup and forms part of a wider marketing strategy that aims to place The Economist at the very heart of major global events, surfacing content in unexpected places and in unexpected ways.
Proximity London partnered with ad-tech firm, Flashtalking, to create the dynamic element of the display advertising and with UM London for media planning.
Mark Beard, SVP global subscriber acquisition at The Economist, commented: “During the next four weeks the world’s eyes and ears will be focused on the World Cup, and we are excited to showcase the breadth and depth of Economist content that relates directly to the participating nations. Our unique and compelling articles will provide prospects with a glimpse into what makes each and every nation tick, and the meaningful geo-political issues that are happening off the pitch."
John Treacy, executive creative director of Proximity London, said: “This is a serious but witty look at what’s really going on in the nations at this summer’s World Cup. We’ll be beating all the pundits to the punch by offering The Economist’s unique global perspective the minute the matches have finished. And with nations like South Korea, Saudi Arabia and Iran as well the hosts Russia featuring, who better than The Economist to be your expert guide through the most politicised of World Cups in recent times?”