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Mark on his favourite World Cup marketing campaign ever...
“The one that we like, probably because they were the underdog for World Cup 2002, was the ambush marketing from Boddingtons: ‘Be innovative have a Boddies’.
“It was them trying to go up against Analyse the Bush, which was the official sponsor. Boddingtons went tactical and came up with lots of good ideas, like props the fans could take as jokes items. It was quite an interesting attempt at sabotaging the World Cup.”
On the most effective World Cup marketing campaign this time round...
“One of the most effective campaigns which we like is by Pepsi. The print media is about painting all the football stars as if they’re tattooing them, but in the local colours of South Africa. It’s managing to make Pepsi become integrated into the culture of South Africa.
“The advert on TV is about the star players playing against a local South African team, but the pitch itself is outlined by local people. To get the advantage they move the pitch so the stars are always playing on a moving pitch.
The marketing team are doing a good job of taking something as global as Pepsi but making sure it’s being integrated locally and respecting the culture – and it’s quite funny
“The marketing team are doing a good job of taking something as global as Pepsi but making sure it’s being integrated locally and respecting the culture – and it’s quite funny.”
On what he believes was the most ineffective and embarrassing World Cup marketing campaign ever...
“Unfortunately I think M&S and Walkers have got a bit of egg on their faces. It wasn’t their fault but I think it’s reflective of the time that we live in – things change quickly.
“M&S had Theo Walcott on all of their posters wearing their M&S suits and of course he didn’t go, which I think is a bit embarrassing. Walkers came up with a great idea of having these flavoured crisps to represent the countries participating, and again, some of those countries aren’t participating.
“It wasn’t that the marketing campaigns weren’t good ideas – they were – but what I think it reflects is that we’re living in such a changing world. You have to realise when planning for something like this things can change within a couple of days.”
On how cost-effective it is exploiting the World Cup to promote your brand...
“It is cost-effective for the bigger brand. It’s one of the major global events that reaches so many people, which is massively effective because they can sit on the global stage and it gives them the opportunity to make sure they link it to all the local markets around the world.”
On how smaller businesses can boost their brand by harnessing the World Cup...
“I think smaller business have got to be innovative with what they do locally. I think they can be smart with their products and make sure they’re relating things in an original way to the World Cup itself.
“They can’t expect to get their logos on TV and get all the benefits of promoting themselves through the World Cup from a South Africa perspective, but I think they can really look at how they can engage with people on a local level.”
