Carlsberg’s ‘Probably the best team talk in the world’ campaign from the Fifa World Cup 2010 made the biggest lasting impression out of all World Cup ads, research from EMR has found.
The research of just under 1000 marketers found that 25 per cent ranked Carlsberg as having the most memorable ad, ahead of Nike’s TV campaign (18 per cent) and Bavaria Beer's ambush stunt (17 per cent).
Simon Bassett, managing director of EMR, said: ““The World Cup will see many of the world’s most recognised brands competing for the attention of a truly global audience. The mix of high drama, national pride and multi-million pound reputations makes the tournament a genuine theatre for marketing excellence. “Competition is not limited to the pitch, with a galaxy of sponsors joining the host nation in the limelight. Our findings suggest the ultimate prize awaits those brands who can best marry strategic creative concept with memorable execution.”
Just four per cent voted official sponsor Budweiser’s ‘Bud House & Bud United’ campaign as the most memorable from 2010, with Bavaria’s stunt also having made more long-term impact than efforts by Pepsi, Coca-Cola (both 13 per cent) and Adidas (10 per cent).EMR’s research shows marketers are divided on the subject in the build-up to the 2014 tournament: 32 per cent feel ambush marketing should be subject to tighter regulations while 33 per cent feel that regulations should be relaxed.Bassett added: “The 2010 controversy over ambush marketing showed how original thinking and opportunism can also help to make an impact. But given how challenging it is to stand out in this hugely competitive environment, it is no surprise to see opinion so evenly split about the rights and wrongs of sidestepping the rules governing big-budget sponsorship deals.” More than one in four (28 per cent) marketing professionals identified Nike as the brand which benefits the most from its association with the World Cup, while 19 per cent said that Adidas gains the most.