Qatar World Cup: These brands are taking advantage of the opportunity with their copywriting

The 2022 Qatar World Cup is in full swing, and major brands are taking advantage of the opportunity to publish marketing copywriting one after another. The following article collects some brand marketing copywriting. Let's take a look at these wonderful marketing copywriting!

The quadrennial World Cup is here, and this year's Qatar World Cup is in full swing. Qatar spent 220 billion to build the "most expensive World Cup in history", and veterans such as Messi, Ronaldo, and Neymar may have their last World Cup match... This World Cup is full of highlights.

Some people stayed up late to watch football, some drank and ate barbecue, some joined in a big gamble, some made a fortune, and some went to the rooftop.

The World Cup has become a grand carnival for football fans. After Argentina unexpectedly lost to Saudi Arabia, the hot search list was like this: Argentina lost and the fans went crazy.

For brands, the World Cup is also a rare opportunity to leverage marketing momentum. Good winds can help me soar to the sky. If the momentum is leveraged well, it can be a marketing campaign that achieves great results with little effort.

For example, during the 2018 World Cup in Russia, the kitchen appliance brand Vatti used the campaign "If France wins the championship, Vatti will refund the full amount" and gained extremely high attention with only 79 million in refund costs. It also generated 1 billion in sales and became one of the biggest winners of the World Cup.

Let’s take a look at what wonderful marketing copywriting has been created this year.

1. Yili: Tribute to the Battle of "Ragnarok"

Now Messi is 35 years old, Ronaldo is 37 years old, Neymar is 30 years old... All the stars have reached the age of handing over the baton. This may be the last World Cup for these veterans. Fans also call it the "Twilight of the Gods" battle.

Yili went to Weihai and placed a photographic device at the first place in China where one can see the sunrise over the sea. He captured three photos and then combined the silhouettes of the stars with the sunrise photos to pay tribute to the #Ragnarok# battle in this romantic way!

The reason why the "gods" are talked about in the evening is because they once illuminated our morning like the rising sun.

After brand spokesperson Benzema withdrew from the World Cup due to injury, Yili also made a poster to pay tribute to Benzema.

When I was young, I climbed up bravely and lived up to my youth; when I was in my prime, I was heroic and vigorous, and I wanted to lean against the towering mountains; I achieved success late in life, but my voice was silent, and I waited for the flowers to bloom and the bees came naturally; although I was shocked by my dance in the desert, the pain could never defeat my passion!

Pain can't defeat passion, Lao Ma, I'm waiting for your return!

Using natural scenes to create a natural advertisement, this gift to the stars and the fans is full of emotion. This marketing campaign of Yili is both pleasing and pleasing.

2. LV: Epic photo of football superstars

On the eve of the opening of the Qatar World Cup, when the eyes and attention of the world were highly focused on this top sporting event, luxury brand Louis Vuitton posted a picture of football superstars Messi and Ronaldo playing chess on its INS account, which immediately went viral in various social media venues.

Victory is a state of mind

(Winning is a state of mind)

The chessboard is a classic LV bag. Ronaldo and Messi are playing chess on the bag. This idea is really great.

Messi and Ronaldo are known as the two greatest players in football, but apart from stadiums, award ceremonies and other occasions, they rarely appear in the same frame. This time, LV directly let the two football superstars, who play the roles of competitors, play chess face to face. It is no exaggeration to say that it is epic.

Although the picture was synthesized by LV officials based on separately shot materials, the fans' wish to be in the same frame was finally realized, and they even played a fancy photo-editing game:

Two great guardians come to help

Play Mahjong together

Drink together

Let's have hot pot together

Among the netizens' various spoofs, LV became the biggest winner.

3. McDonald's: Do you want to eat McDonald's?

During this year's World Cup, McDonald's launched the "Do you want to eat McDonald's?" theme event. It also launched package modes such as single-person viewing, double-person carnival, and multi-person party to meet the dining needs of different groups during the game, and made a group of posters to take advantage of the World Cup.

4. Mengniu: Every bit of the nutritional world must be strong

As the official sponsor of the 2022 Qatar World Cup, Mengniu Group released 12 World Cup historical series packaging, triggering consumers' memories of the World Cup and their youth.

The poster cleverly combines the World Cup and milk, showing the new image of Mengniu, "Every bit of the nutritious world is strong".

#Messi# Copywriting

Some people say that there are five of you living in this body. One is 19 years old, one is 23 years old, one is unrivaled, one is 27 years old, one is one step away, and one is 35 years old. You are about to embark on the fifth #WorldCup# journey, Leo Messi. Your strength has accompanied us all the way, and we will continue to look forward to you shining on the entire field!

#MessiGoal#

No matter who scores

Come to Mengniu

#Argentina lost 1-2 to Saudi Arabia#

There is no sure win game

Only those who refuse to admit defeat are strong

#France beats Australia#

Break through adversity with speed

Victory through hard work

#France beats Australia#Mbappe copywriting

Lose some of the childishness

Tim is very strong

5. Durex

As the king of hype, how could Durex be missing from the World Cup? During the opening ceremony, Durex used double entendres to promote its products.

#World Cup Opening#

Everything is ready for a great show

6. Durex

Durex released a set of posters from various countries to promote its own products.

At the same time, he also wrote a group of five-character poems.

7. Lin's Wood Industry

Linshi Wood Furniture Flagship Store launched the #Guess the Winner and Get a Free Bill# event, with a maximum of 20,000 yuan in free bills. At the same time, a group of poster copywriting was written for each team, cleverly using the hot spots of the event to attract brand traffic.

Which brand do you think has the best copywriting?

Author: Ouyang Rui

Source WeChat public account: 4A Advertising Copy (ID: AAAAIdea)