“During special dates, people expect ads that are truly disruptive to what they normally find in the advertising slot,” said Verónica Vazart Ortiz, Creative Manager of Kantar’s Insights Colombia Division. At this time, people are exposed to even more stimuli and have a limited capacity to remember; therefore, the audience becomes more demanding and expects highly differential creativities that generate great affinity (through a communication tone that connects with people) and these ads will be the ones that stand out in the advertising slot.”
Here are three tips that will allow your World Cup advertising to generate significant audience impact.
1. Generate lasting connections with the audience through brand purpose
It is crucial for advertisers to understand when to sell, and not to sell, their product. The World Cup season is an excellent example of when not to sell. During this season, the audience is in a celebratory mood. Brands can generate emotional connections with their audience during this time. The triumph will go to the creatives that focus on the emotions of the season; the feelings that the long-awaited moments stir up in Columbians.
This concept doesn’t just apply to World Cup advertising. According to data from Kantar Insights Colombia’s Link Database, during special dates (not just the World Cup, but Christmas, New Year’s, and Valentine’s Day, among others) 69% of the ads awaken love towards the brand in the audience. Allowing people to build brand love through the advertising tone is key; showing empathy towards the consumer, communicating the brand’s purpose, and plugging into the mood will be fundamental to stand out.
2. Generate discomfort in the category but avoid new news
Only 26% of ads that run during special seasons contain new information, versus 50% of ads the rest of the year, as revealed by Kantar Insights Colombia via its Link Database. Due to the saturation of advertising to which a person is exposed during special dates, it is not the time to tell the audience news, as it will probably go unnoticed.
“It is time to create trends, connect through a different communication ton, and include creative resources that are disruptive for the brand and the category,” said Vazart. “Seventy-six percent of the ads that run in special seasons set trends and are highly valued by the audience.”
3. Enhance your brands’ differentiating elements
In every contact with the current or potential consumer, it is fundamental to deliver information that is highly credible to the audience and effectively differentiates your brand. At over-saturated advertising moments, such as the World Cup, use all the creative elements that build brand recognition: colors, logo, slogan, and graphic reinforcements.
Stay mindful that audiences will be exposed to many World Cup proposals. The correct association with your brand will be key to staying unique from the competition and within the category.
Strong creative content can achieve a higher return with less spend. With so many ads being created, and budgets being squeezed, pretest evaluations seem like a luxury rather than a necessity. But the danger is that brands don’t always bet on the best ads. At best, this could be a waste of budget, but at worst, it could hurt the brand. Do not go on air blind.