The Drum Awards Festival - Extended Deadline

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Date: Jun 2018
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London United Kingdom - 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.


Client: The Economist

Campaign: Deeper Commentary

Campaign Brief: To place The Economist at the heart of the World Cup, offering a unique perspective to provoke the intellectually curious

ECD: John Treacy

Deputy ECD: Jason Cascarina

Copywriter: Ben Sawyer

Designer: Mitch Bellach

Business Director: Matt Brocklesby

Account Director: Prena Amin

Account Manager: Llloyd Nicholls

Planner: Matt Linnett