How Brands Maximised The Euros 2020 and What You Can Learn From Them...
Although we are disappointed with yesterdays result, a few brands impressed me with their ads during The Euros.
Happy Monday Everyone!
What a final! I wrote this before the result so I was really hoping that we would win so I could publish this. Nonetheless, there’s still a lot we can learn from the Euros 2020. I'm not the biggest football fan but there was something about this year’s Euros that made it extra special. I’m not sure if it was due to the delay, as it was meant to happen last year, or maybe the relatability to the players. Regardless of the disappointment yesterday, you should still be extremely proud of the team and players.
As I work in marketing, my advertising lenses are forever switched on and I notice and study all types of adverts. A lot of brands took advantage of topical advertising as expected. Topical advertising means taking advantage of something current/ trending and creating adverts around it. One thing for certain is that brands did not hold back with the Euros advertising! Brands capitalised on all platforms, whether that was TV ads, Instagram, Tiktok, or Twitter. Linking adverts to something current allows the brand to show that they are on the ball (pun intended), they have a sense of humour and we are all in this together.
Below are my favourite campaigns.
Deliveroo - ‘Football ‘Til We Dine’. Loved this ad, it had very strong copywriting and visuals to match. Showcased the different takeaways people will be ordering during the Euros.
Nike- The Land Of New Football. Nike did a great job as always. A very inclusive advert, understanding the social climate and wanting to be on the right side of change. Very on brand from Nike.
Gilette X Raheem Sterling - Best Face Forward. Very heartwarming ad with subtle communication of Gilette’s product.
Although these are all big brands, smaller brands can also maximise these moments and be part of the conversation. Show that your brand has a human behind it, you can’t just be tweeting about sales or reviews, use your platform to show you have a voice, you have a stance, it will help people connect and engage with your brand.
You have to act swiftly when there is an opportunity. Brainstorm, design, develop and launch an ad campaign as soon as possible, while the underlying topic trends on digital platforms. Any delay or creative error would mean a lost opportunity, competitive advantage, and sometimes weakening of brand image.
Football isn’t the only opportunity for topical advertising, have a look at events planned this year and prepare ahead. Leave room to be agile so when things start trending randomly you can also create something around it.
Big shout out to the squad. Sending love out to Sancho, Rashford, and Saka. You did us all proud.
Have a great week everyone!
Subomi