Carlsberg has set the standard for this year’s FIFA World Cup adverts with the most memorable advert from South Africa 2010, according to research by
marketing, digital and communications recruiter, EMR.
More than one in four (26%) marketing professionals polled by EMR picked out Carlsberg’s ‘Probably the best team talk in the world’ campaign as making the biggest lasting impression, ahead of Nike’s TV campaign (18%) and Bavaria Beer’s ambush stunt (17%).
Both Carlsberg and Nike opted for high profile tie-ins with sporting icons in 2010. Carlsberg’s advert featured English greats Jack Charlton, Trevor Brooking and Stuart Pearce, while Nike’s ‘Write the Future’ campaign employed modern-day stars including Wayne Rooney and Cristiano Ronaldo.
In contrast, Bavaria – a non-FIFA affiliated Dutch brand of beer – ambushed the Holland vs. Denmark game with a cohort of 36 women who were pictured in the stands wearing short orange dresses carrying its logo: a stunt that fuelled the debate about the rules on ambush marketing to this day, as unofficial sponsors are prohibited from advertising in FIFA venues.
EMR’s research shows marketers are divided on the subject in the build-up to the 2014 tournament: 32% feel ambush marketing should be subject to stricter regulations while 33% feel the opposite, with the remainder unsure.
Just 4% 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%) and Adidas (10%).
Sportswear giants benefit most from World Cup sponsorship
More than one in four (28%) marketing professionals identified Nike as the brand which benefits the most from its association with the World Cup.
Rival sports manufacturer Adidas was placed second with 19% of the vote, having signed up for the next four tournaments until 2030.
With almost half (47%) of marketers picking out one of the two sportswear giants as enjoying the greatest brand benefits, the results suggest that brands with sponsorships which closely match their business focus have the best chance of standing out.
Coca-Cola and Visa were tied for third place on 14% with both having also extended their sponsorship commitments until the 2022 World Cup in Qatar.
Tournament expected to enhance Brazil’s reputation
Almost half (49%) of marketing professionals predict that the 2014 World Cup will have a positive impact on Brazil’s international reputation. Despite political and social unrest in the build-up to the event, this is twice as many as the 24% who feel Brazil’s reputation will suffer from hosting the tournament.
More than half (51%) believe Brazil’s tourist industry will grow as a result of the World Cup, while nearly a quarter (22%) forecast a rise in international business with Brazil.
One in ten (11%) expect the World Cup will result in more overseas investment in the country, while 7% predict a surge in migration and job relocation.
Simon Bassett, managing director of EMR – which has offices in Leeds, London, Moscow, São Paulo and Singapore – 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.
“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.”
