Moodvertising during the World Cup

Don’t just participate, go all the way!

Every four years the World Cup creates unparalleled global excitement. Due to the global scale of the World Cup, and the potential for mood influencing ad effectiveness, in the few days preceding the beginning of the tournament, Ipsos decided to measure the emotional impact of several World Cup ads in four different and important markets. This article explores how the mood swings can influence the ROI of an advertising campaign and provides recommendations on the best advertising winning strategy.

people cheering while watching soccer in a living room

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The author(s)

  • Manuel Garcia-Garcia, PhD
    Global Lead of Neuroscience, Global Science Organization

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