ANALYSIS OF THE WINNERS AND LOSERS IN EURO 2024 MARKETING

With the Olympics well underway, Adland’s eyes are on which commercials are going to take home the gold in terms of cut through and their own cultural impact. 

For those making predictions, the summer of sport has blessed us with more than a few break-out ads that have resonated with fans and wider audiences. For anyone wanting to predict which of the Olympic ads are going to work, and which might miss the mark, they need only to cast their minds back to Euro 2024. 

Not only was it a thrilling football event, but also a battleground for brands vying for consumer attention. Kantar’s recent report on the advertising landscape during the championship offers valuable insights into which campaigns scored big and which fell flat. I’ve dived (not like Ronaldo or Harry Kane) into the report to highlight the Golden Boot performers and those that missed a sitter.

Winners: Brands that Hit the Back of the Net

Uber Eats – “Supportez Les Bleus sans Fred Livraison”

Uber Eats’ “Supportez Les Bleus sans Fred Livraison” was the clear winner, topping Kantar’s list of most impactful ads – cleverly using humor and the character “Fred Livraison” to represent unwanted delivery fees. By placing the brand at the center of a humorous and relatable narrative, Uber Eats ensured high engagement and brand recall in a way that would only be possible for Uber Eats.

Paddy Power – “Europe’s Favourites”

Paddy Power’s campaign (created by BBH) leveraged humor and cultural stereotypes in a respectful manner. With Danny Dyer’s casting, the ad poked fun at the English, engaging not just the English audience but all of Europe. Leah Spears, Head of Brand at Paddy Power, explained that the ad’s irony and light-hearted approach allowed it to stand out and entertain a broad audience.

Irn-Bru – “Play for Stereotypes”

Irn-Bru’s ad was another top performer, demonstrating that humor, when done right, can be incredibly effective. The ad’s success was attributed to its ability to let viewers in on the joke, ensuring that the humor was inclusive and engaging. Kantar’s analysis showed that Irn-Bru’s ad ranked in the top 1% for humor, making it a memorable part of the Euro 2024 ad lineup. Its also seen its sales soar in the last few months, partly a result of the Euro’s boost. 

Losers: Ads That Missed the Kick Off

Despite many successful campaigns, some ads did not resonate as well with the audience. The key reasons for these failures included lack of humor, poor brand integration, or their reliance on overly complex narratives.

Skechers – “Les problèmes d’Harry Kane”

Skechers’ ad featuring Harry Kane did not perform as well as expected. While using a celebrity can boost visibility, the ad struggled with brand integration. The narrative did not align seamlessly with the brand, leading to lower engagement and recall.

AliExpress – “Fai goal, scuoti AliExpress!”

AliExpress’s campaign aimed to capture the excitement of football, but fell short in execution. The ad’s complexity and lack of a clear, relatable narrative made it less effective. Consumers found it hard to connect the ad’s message with the brand, resulting in poor performance.

Takeaways from Kantar’s Report

1. Humour and Engagement: Ads that successfully used humour saw higher engagement and brand recall. Humour, especially when it involves the audience and makes them part of the joke, proved to be a powerful tool in this tournament.

2. Celebrity Endorsements: While celebrity endorsements can significantly boost an ad’s visibility, they must be carefully integrated into the narrative. Ads that failed to do this, such as Skechers’, did not perform well despite the star power.

3. Brand Integration: The most effective ads were those that seamlessly integrated the brand into the storyline. Ads where the brand felt like an afterthought struggled to make an impact.

4. Cultural Sensitivity: Ads that played on cultural stereotypes in a respectful and humorous way, like Paddy Power’s, were well-received. This indicates that understanding and tapping into cultural nuances can enhance an ad’s effectiveness.

5. Global vs. Local: While global celebrities can enhance visibility, local relevance is crucial. Ads that managed to balance global appeal with local relevance performed better.

Conclusion

Euro 2024’s advertising landscape offered valuable lessons for marketers. The winners were those who could blend humour, cultural sensitivity, and strong brand integration into their campaigns – with ads that lacked these elements struggling to make a mark.

As we plan for future events Olympics, these insights will be crucial in crafting campaigns that not only capture attention but also drive meaningful engagement.

#Sport #Sponsorship #OlympicGames #Olympics #Advertising #Marketing #Euro2024 #Kantar