The Economist is running a Russia 2018 responsive marketing campaign that uses match scores to a fulcrum for debating global topics.
These reactive World Cup ads, in the Economist’s familiar red background and white type, use live scores to make thoughtful, provocative comments on the kind of global issues germane to the business and world affairs’ magazine’s editorial analysis.
Thus, the scores are not supported by football punditry, but rather with comment and analysis exploring and investigating a detailed perspective on what’s going on in each nation participating in the tournament.
The campaign’s objective is to increase awareness (across Europe and Latin America) and to engage and interest potential publication prospects by linking the live football action to the in-depth content hosted on the magazine’s dedicated ‘Economist World Cup’ digital hub.
Which also comes with plenty of other Economist signature style data and analysis.
Want to explore every #WorldCup goal your team has ever scored? Consult our interactive https://t.co/oZd00UqXbA
— The Economist (@TheEconomist) June 19, 2018
The Economist has built a statistical model to identify what makes a country good at football https://t.co/JMUEEGpF3u
— The Economist (@TheEconomist) June 18, 2018
The campaign, which was developed in harness with Proximity London, kick-off with digital display and OOH advertising and is further supported across social media.
Real-time, live scores executions are deployed through each match to generate dynamic creative ads on football sites that link through to the Economists features.
Argentina's footballers have mostly fulfilled their potential. Its economy has not https://t.co/hSdRSB5hDZ
— The Economist (@TheEconomist) June 19, 2018
Depending on the match results, the ads will also carry provocative copy lines that aim to channel globally curious football fans through to the Economist’s content.
The campaign opened on the first day of the tournament when hosts Russia beat Saudi Arabia with an ad execution that read: ‘Look out for “Russia win ‘8-0’” posts on Facebook’.
This dynamic campaign will run throughout the 2018 FIFA World Cup tournament and is part of the media company’s umbrella marketing approach that aims to place The Economist at the heart of major global events through event-led content in unexpected places and served up in unexpected ways.
The campaign sees Economist marketers work with creative agency Proximity London and ad-tech firm Flashtalking and media planners UM London.
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, Proximity London ECD, added: “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?”
Comment:
Smart, witty and future facing – this live campaign summarises everything The Economist is and does.
Links:
The Economist
https://www.facebook.com/TheEconomist/
https://twitter.com/TheEconomist
Proximity London
https://www.proximitylondon.com/
