Campaign details

Brand: The Economist
Brand owner: The Economist Group
Lead agency: Proximity London
Contributing agency: UM
Country: United Kingdom
Industries: Magazines, periodicals, books
Media channels: Online display, Outdoor, out-of-home, Programmatic display, Social media
Budget: Up to 500k

Executive summary

The World Cup fuels billions of passionate online interactions. But the noise is as much an opportunity as it is a challenge, particularly for a newspaper brand like The Economist. Without a reputation for or expertise in sports, and with a modest budget, The Economist needed a fresh angle to gain any cut-through.

We offered a unique perspective on what was really going on within the participating nations the minute the matches finished. With South Korea, Saudi Arabia and Iran taking part, as well as host country Russia, The Economist offered 'Deeper Commentary' on one of the most politicised World Cups of recent times.