Kantar Millward Brown

The FIFA World Cup 2018: almost half the population of the planet is expected to watch the greatest sporting show on earth and an estimated global audience of 3.4 billion will view at least one match on TV or the internet. During the tournament, we’ve kept an eye on brand advertising that is focussed on long-term brand building, rather than a short-term sales boost.

Using AdExpress, our performance measurement tool, alongside facial coding analysis, UK audiences have responded across 12 dimensions proven to drive success by:

  • connecting with people emotionally
  • motivating people to buy
  • building a strong brand 

The study includes: Adidas, Beats by Dre, Budweiser, Coca-Cola, Currys PC World, LG, Lidl, Mars, Nike, Pringles, Qatar Airways, Visa.

Results show that the most effective ads tell relatable stories that capture the joyful spirit of the event. Celebrities and big budgets are no passport to success – ‘real’ stories that connect to the brand and what it does are the key to long-term brand building.

Download the headline infographic to find out which ads have got the most kick from their creative and why.

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