The Economist: World Cup

The Economist, an English-language weekly magazine-format newspaper, identified the World Cup as a unique opportunity to place the brand at the heart of a major global event.

Campaign details

Agency: Proximity London

The World Cup fuels billions of passionate online interactions.

But the noise is as much a challenge as an opportunity, particularly for a brand like The Economist.

Without a reputation for traditional sports coverage, they needed a fresh angle to gain cut-through.

Strategy

The Economist identified the World Cup as a unique opportunity to place the brand at the heart of a major global event.

To find a fresh angle, The Economist sought to unlock a tension that made them relevant, in order to build brand awareness among an unfamiliar audience.

During the World...

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