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7 awesome FIFA World Cup advertising campaigns

Advertizing campaigns for the Globe Loving cup are some of the best around. For good reason also – football World Cups are the most watched sporting events on the planet. In fact, global advertising spend is set to grow past 5.ii% to $535bn in 2018 thanks – in role – to the FIFA Earth Cup.

However, there are some night clouds on the horizon. The awarding of the 2018 World Cup is not without controversy and recent international events have exposed a potentially unsafe environment for brands. In the words of  advert guru Mark Ritson, the Russia Globe Cup has the potential "to keep the average global CMO up at dark".

Notwithstanding, while both FIFA and Russian federation are tainted – with many big brands withdrawing support – the opportunities are still immense. A Earth Cup is, later all a Globe Loving cup and the biggest event in earth sport. Information technology's the time when advertisers' testify-off and showcase some of their best ideas. And without farther ado, here are vii campaigns which we can all learn a affair or two from…

1. Adidas 'Footballitis' – 2002 World Cup

Commencement on the list, is this ad from Adidas in 2002, which for us is the best Adidas World Cup advertising campaign. It owes a debt of gratitude to 70s and 80s educational films and different some campaigns raises a smile or two. See for yourself…

The retro artful and surreal nature – while odd – works. Flying in the face of stereotypes regarding German humour. It'southward also confident. The German make take full-blooded when it comes to the Earth Cup and football, with many a classic World Cup lucifer featuring the iconic three stripe branding.

In recent years the brand has been in a vehement battle with Nike to be crowned the meridian dog when information technology comes to football branding. And not all of its video advertising has been as strong its American competitor. Notwithstanding, while it may accept not introduced Elvis to a new generation of fans, it certainly won the boxing of the mega brands in 2002.

2. Nike 'Airdrome' – 1998 World Cup

For some commenters, Nike's 1998 iconic World Loving cup advertisement is the moment it established itself as a major histrion in football (or soccer). Previously, a bit role role player, two years previous it began courting the global football game market with its beginning iconic team Nike advertising: Good 5.southward Evil. Nevertheless, information technology was its ad for the 1998 World Cup that won our hearts.

Blessed with sponsorship of probably the most charismatic and skilful team at the 1998 World Cup, Brazil. Nike'south ad, created by long term partners, Wieden+Kennedy, took the mundane and made it fantastic.

The spot enhanced Nike's brand image straightaway. This new way of  combining marketing, football game, and its star players, catapulted Nike into the stratosphere. It left established competitors, like Adidas and Puma, abaft in its wake. It's no wonder they've remained sponsors of Brazil always since.

3. Unibet – 2016 advertising campaign

An interesting cross-channel entrada was pursued by Unibet for the 2016 European Cup competition. Wanting to differentiate itself from the contest, the betting company found a unique way to appeal to fans. Information technology opted for instruction.

Writing in Marketing Week, Pantelis Kotopoulos, Head of Inbound marketing at Kindred Group/Unibet discussed why they chose this unique path. "We knew rivals would spend large on television with offers and promotions to reach the male immature adult market – just we opted for a smarter, more constructive style to forge a deeper connectedness with fans". The end result was a series of content across social channels that scientifically explored game changing factors.

The event was that they were able to cut through the noise surrounding Euro 2016 and capture attention. Driving revenue across seven global markets with their mix of inbound strategies and dynamic brandish advertising. It'southward a strategy they volition be returning to in 2018.

4. Beats 'The game before the game' – 2014 World Cup

Sports people and oversized headphones, a platitude? Well, aye but information technology's one that sells, and sells well. Indeed, long before being purchased by Apple, Beats positioned itself as a manner symbol for both musicians and athletes. The spot it released for the 2014 World Cup had the effect of taking its branding to the mainstream.

This epic commercial, non just featured footballer Cesc Fabregas, and human meat muncher Luis Suarez but United states stars LeBron James, Serena Williams, and Lil Wayne. Making information technology pretty North American in its pitch, which is unusual for a football ad. Nonetheless, what makes this advertisement particularly fascinating is how it uses Neymar. It was a canny bit of business by Beats to make the saviour of Brazilian football front end and middle of the ad. Cheers to the tournament his superstar status grew, until ultimately his transfer to PSG was bigger than the defence budget of a small nation. A proficient chip of business for the headphone brand.

5. Carlsberg 'Best pub team in the world' – 2006 Earth Loving cup

Carlsberg are known for their football related ads only in 2006 they took it up a level. As Marketing Week commented, "Carlsberg don't do pub teams, merely if they did they'd probably be the all-time – and nigh likeable – pub team in the world".

We love it considering it's simple and relatable. For those of u.s.a. who play Dominicus league football, you'll ofttimes play against a "veterans" team who withal think they have information technology. The only difference in the Carlsberg ad is that this veterans team features a roster of England legends and definitely nonetheless has it. It's a great advert, and a great tonic for the clone-like flatulent football game related advertising of other brands..

half-dozen. Google – 2014 World Cup

Perhaps not the most obvious of advertising campaigns but probably the well-nigh impactful. For the 2014 World Loving cup Google added more data to its search results – that's it, really it is. It added team line ups, alive scores, tables, even video highlights; all were displayed in search cards for the first time.

Today Google integrates various media into its "cards" and has expanded their employ. But in 2014, it was a first for the search engine behemothic. For Ben Davis of eConsultancy, Google's fresh offering "felt similar a bit of a game-changer". It may have begun as a slightly irrelevant gesture but it helped to shape how search results are now presented by Google. Not only that but it was a great way for Google to savour in the glow of the World Loving cup, treating its users and probably helping Globe Cup organisers FIFA too.

seven. Iceland and er… Iceland

The honor for all-time social media advertising campaign goes to Iceland. Republic of iceland the British supermarket that is.

Not technically, for a World Cup only Iceland sponsored Iceland (the country) for its offset footballing tournament advent. The supermarket was fortunate as Iceland were the surprise package of the tournament and its social media team made maximum utilise of this unexpected journey.

The supermarket fifty-fifty found its own marketing material repurposed when Iceland knocked perennial underachievers England out of the Championships.

Still relations afterwards turned chilly, when Iceland the state threatened to sue Republic of iceland the supermarket over the use of the word "Iceland". Non to exist put-off, we nonetheless think it's a peachy example of canny social media marketing. Peculiarly, how for a minimal sum, maximum brand recognition was achieved.

We just promise they're friends again for the 2018 globe Cup.

Bonus: weird World Loving cup ad campaigns!

Paul the psychic Octopus

Perhaps the oddest genre of World Cup advertising campaigns has been that of the psychic animate being. The nigh famous existence that of Paul the Octopus. Paul gained worldwide fame later on successfully predicting the outcome of football matches involving Federal republic of germany in Euro 2008. However, for the 2010 World Cup things were taken up a level.

From the Ocean Life Eye in Oberhausen, Paul was broadcast live on High german TV, predicting German language victories. Helping the sea life-themed attraction enjoy Earth Loving cup glory – until the semi-last that is. When Paul foresaw a Spanish victory over Federal republic of germany and prompted locals to call for him to be eaten. Fortunately, he avoided the chef's knife simply died months later – some speculating he predicted his ain demise.

His untimely death was not in vain, all the same, as since then zoos and aquariums beyond the earth have hit the headlines with their own creatures capable of divination. Though none have had the lasting impact of Paul. An octopus then renowned that Google commemorated him with his very own Google doodle.

Hunger Games

Moving from the psychic to the psychotic. Adidas establish its own advertising campaign biting back in a near unexpected fashion in 2016.

Thank you to the actions of notoriously hungry footballer Luis Suarez, a poster in downtown Rio took on a social media life of its own. Said poster, which featured the player doing his best Jaws impression, became an prime selfie location subsequently the player took a bite out of Italian opponent, Giorgio Chiellini.

@adidas appreciate it: #WorldCup tourists accept #selfies with toothy Suarez poster. Via @mashable and @denissowitsch picture show.twitter.com/2dUlmdfvil

— ΔNDRΞΔS WOCHΞNΔLT (@Wochenalt) June 27, 2014

Basically, fans from around the world pretended to stick their heads and arms in his mouth. Probably not the form of advertising Adidas had hoped to inspire. But hey, at least they went viral. Unlike Chiellini who probably received a tetanus injection.

Finally…

In that location you have it, vii of the best (and weirdest) Globe Cup advertising campaigns. Each unlike, and with its ain unique leveraging of the World Cup's brand and values.  At the end of the 24-hour interval they accept love icons and utilize them to sell products and services in a compelling fashion.

Here at Bannerflow our creative management platform is designed for marketers to produce all the digital display advertizement they need for the World Cup. And given how important the World Cup is for brands, having the best ad-tech for global campaigns is a must. Best of luck with your upcoming campaigns!

Oh, and if you've enjoyed reading this blog, have a look at our article on the greatest sports marketing campaigns of all time.

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