What adverts are winning at the World Cup?

What adverts are winning at the World Cup?

As the FIFA World Cup nears the half-way mark, with England through to the final 16 (and Germany out), Take a look at the winning (and losing) ads of the tournament.

When it comes to emotional engagement, US online shopping portal Wish comes out top for its ‘Time On Your Hands’ campaign, according to System1. They monitored how thousands of UK consumers responded to 28 different World Cup ads by getting them to register their emotional responses by showing them eight different faces – contempt, disgust, anger, fear, sadness, neutral, happiness, surprise.

Ads were then weighted for business effect and given a score of between one and five stars based on ROI growth. With one star representing 0% growth and five stars 3% growth.

Wish recruited football legends such as Italian goalkeeper Gianluigi Buffon for its campaign. This ad in particular winning the attention of British consumers, with an ’emotion into action’ score of 76.5% – the highest of any ad in the ranking.



Of the local ads tested in the UK, BT’s ‘There Father and Son’ performed the worst. Scoring just one star and an emotion into action score of 60.9%.

While Nike only managed to score two stars for its ad celebrating Brazilian street ‘futbol.’ It performed better in other countries. For instance, it was given a five star rating in Portugal.



Nike did score better than Adidas which achieved just one star in the UK for its celebrity-packed ‘Create The Answer’ campaign which has been labelled an “emotional bomb”.



What advert is your favourite?

Source: https://www.marketingweek.com/2018/06/27/world-cup-ads/


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