The Economist at the 2018 FIFA World Cup

We teamed up with Proximity London (creative) to kick-off The Economist’s real-time 2018 World Cup marketing campaign. This interactive campaign aims to increase awareness in the UK, Europe and Latin America of the participating countries through The Economist’s deeper commentary.

As one of the biggest international sporting events of the year, and it goes without saying, a massive opportunity for brands, we wanted to ensure The Economist was situated right at the heart of it.

While everyone else was talking football, The Economist had the opportunity to provide a wider perspective on the tournament to globally curious football fans, via unique content hosted on a dedicated Economist World Cup Hub.

We ensured that during key games football fans had access to touchpoints through which they could reach deeper commentary from The Economist. The activity began with display advertising contextually focused around world cup commentary, which was supported by reactive, conversation-led social activations on Facebook and Twitter.

Reactive and dynamic content allowed The Economist to reach football fans at the most crucial moments and provide them with the up-to-date information on the tournament.

Harnessing the power of DOOH, the campaign creative strategically targeted areas where large numbers of football fans were situated, such as fanzones and bars. We were able to adjust our digital ads in real time and add a contextual, provocative comment depending on the live results and teams playing.

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.”

Neal Peace, Group Digital Strategy Director at UM said: “The Economist World Cup work is unique in how it uses our established data driven contextual approach to hijack the biggest sporting event out there.  By using live sports feeds to personalise our message to competing nations, we are resonating with a completely different audience, which is delivering better outcomes, including new subscriptions for our client.”