CHARLES ORCHARD:THE BEST MARKETINGCAMPAGINS OF WC2022
Charles Orchard takes an in-depth look at the best marketing campaigns of the 2022 World Cup
We sat down with Junior Account Executive Charles Orchard to find out how some of the biggest brands have used the World Cup to promote their unique message.
The FIFA World Cup is an epicentre for global audiences, with over a billion people worldwide expected to tune into this month’s final in Qatar on 18th December. It’s also a goldmine for sponsors and businesses, who would have worked overtime to perfect their World Cup campaigns and marketing strategies. Here are some of the best below.
Women’s Aid – He’s Coming Home
There have been several different wordplay attempts on David Baddiel and Frank Skinner’s much-loved “It’s Coming Home” chorus from the song Three Lions, but perhaps none more poignant and powerful than Women’s Aid’s campaign for this winter’s World Cup.
Set in a gloomy suburban area in the UK, with England flags draped over houses and families shouting at televisions, the camera slowly turns clockwise to an unlit house that bears a huge England flag with the words “He’s Coming Home” chillingly printed out. The music becomes more ominous as the feed cuts to black, with a statistic following in white font that 1.6 million women in the UK suffer from domestic abuse.
The aim of the advert, according to Women’s Aid CEO Farah Nazeer, is to raise awareness of domestic abuse and to enlighten people of the support available during major tournaments. Studies have seen a rise of up to 38% in cases of domestic violence after football matches, with the winter World Cup serving as no exception to this damning figure.
In fact, as it’s taking place in winter for the first time, the cold weather and dark evenings mean that more fans than usual will stay home to watch the World Cup. For many women, this is therefore a time of fear rather than celebration.
Paddy Power – Crouchy Conducts the Classics
This should really clear up at the Emmys next year. Despite their beloved Ireland not making it into this year’s tournament in Qatar, Paddy Power have still allowed themselves to get into the football and festive spirit with this brilliant Christmas-flavoured World Cup stunt.
Set on stage in a fancy-looking theatre, former England striker Peter Crouch is seen dressed in a full tuxedo whilst conducting a 40-strong choir and orchestra, all kitted out in full robes and choir books, with Christmas trees on either side. But rather than the choir performing festive songs or carols, Crouch has them belting out football terrace chants while still maintaining their splendour and choir-like tone of voice.
The ever-enthusiastic Paddy narrator proceeds to tick off all the songs available in the album – titled Crouchy Conducts the Classics (available on Spotify) – as English tenor Paul Potts appears in shot to give a rousing rendition of “you’re not singing anymore!” An all-female choir then performs “VAR, my lord!” with a harpist playing in the background.
Every individual scene seems to land perfectly, brilliantly striking the balance between promoting both the World Cup in Qatar and the festive season back home, whilst remaining humorous throughout.
Lufthansa – The Great Swap/Diversity Wins
German airline Lufthansa juggle with some topical elements in their Diversity Wins campaign for the World Cup, which primarily serves to challenge the social views of host nation Qatar. The video, titled The Great Swap, depicts a variety of football fans around the world swapping jerseys with each other, championing diversity and bringing people together.
Lufthansa, who transported the German team to Qatar for the tournament (and back home a week later!), say that providing an example of limitless diversity is all the more important for them during a World Cup “like no other” this year. The company asserts that this “enables its customers from all nations and cultures to connect, and welcomes everyone aboard, regardless of gender, age, ethnicity, religion, nationality, identity or sexual orientation”.
Above all, whilst the World Cup brings people together symbolically, it’s airlines like Lufthansa that are literally able to connect the world through their service. So, as well as advocating elements such as diversity and interconnectivity between cultures, the fact the German company have the facilities to unite audiences on a global scale links quite nicely.
It’s simple but well thought-through, and certainly packs a punch given the social and political backdrop of the tournament.
Hyundai – Goal of the Century
South Korean car manufacturer Hyundai use a nice World Cup themed play-on words to promote their sustainability campaign, the Goal of the Century.
In the minute-long video, Hyundai begin by asking its audience what the “greatest goal” ever scored is, showing clips of Diego Maradona’s iconic strike against England and ambassador Steven Gerrard’s screamer against Trinidad and Tobago in 2006. However, it transpires the company are talking about a different kind of ‘goal’ here – in this instance, a target and an ambition.
Hyundai explain the company’s desire to become carbon neutral by 2045, encouraging viewers to come together “to score one big goal” – creating a united world for sustainability. As part of the campaign, Hyundai contributed 100% of its World Cup sponsorship fee to Common Goal – the world’s leading social collective in football.
It is widely accepted that football’s engagement with sustainability is far too slow and not coordinated or enforced enough. As such, this video is effective in the way it encourages its audience to take a step back and see the bigger picture; appreciating the emotion that is subsumed within goals scored on football pitches, but at the same time pushing people to contextualise these moments with the broader elements that are affecting the globe.
By making people mindful of their ambition, this campaign positively promotes Hyundai on both an environmental and corporate scale, framing them as one of the forefront contributors to sustainability out of all the World Cup sponsors.