Mais conteúdo relacionado Mais de Havas Media Miami (8) Proving the Impact of Olympic Sponsorship1. Proving the impact of Olympic sponsorship:
our initial findings
June 21st, 2012
Lucien Boyer
Global President & CEO
Havas Sports & Entertainment
© Havas Sports & Entertainment
2. A bit of context
There exists little quantifiable research on the
real effects of Olympic sponsorship and if it
achieves brand objectives
We set out to change this fact for one very simple
reason…
© Havas Sports & Entertainment
3. …we wanted to provide brands with hard evidence to
ultimately help them make fact-based decisions when
considering Olympic sponsorship in the future
© Havas Sports & Entertainment
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4. Because although we know Olympic
sponsorship works and has for decades…
1908 Odal
mouthwash
Olympic print ad
© Havas Sports & Entertainment
6. National Pride…
…and gut feel
aren’t enough when
millions of $ are at stake…
We wanted tangible proof
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7. Longest and largest study of its kind
Over 3 years
before, during, and after the Games
9Krespondents
39 brands
across all Tiers
Across the UK
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8. IOC Sponsors
TOP IOC Sponsors
11 brands
London 2012 Sponsors
Tier One Sponsors
7 brands
Tier Two Sponsors
7 brands
Tier Three Sponsors
28 brands
© Havas Sports & Entertainment
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9. Our aim? Shift the needle from simple
awareness to true brand engagement
Increased Brand
…but also
Awareness
Stronger Purchase Improved Brand
Intent Image
Increased Brand
Increased Sales
Advocacy
Don’t only look at…
Sponsorship
Awareness
…and ultimately brand engagement which results in true fans
© Havas Sports & Entertainment
11. Who we will look at today
TOP Sponsors
Tier 1 Partners Tier 2 Partners
Tier 3 and Paralympics Partners
Unofficial brands
© Havas Sports & Entertainment
13. A campaign targeting youth and sustainability
built around brand engagement
SUSTAINABILITY
Reduce Carbon Footprint
MUSIC
Zero Waste Games
Leave a Social Legacy
© Havas Sports & Entertainment
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16. Core to their communications strategy
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17. Stories
(content, experiences, conversations)
Spread
(liquid)
Value
(linked)
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19. Stories
(content, experiences, conversations)
Spread
(liquid)
Value
(linked)
© Havas Sports & Entertainment
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20. From one-way messages
to dynamic stories
Message Brand
conversations
Brand Brand
content experiences
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22. Stories
(content, experiences, conversations)
Spread
(liquid)
Value
(linked)
© Havas Sports & Entertainment
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23. Inviting fans to be part of the story
Coca-Cola Limited Edition
packaging and sampling
tour
Sampling
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24. Using storytelling to appeal to youth
and build brand love
Coca-Cola is the 2nd most recognized sponsor of
the Olympic Games across the U.K. (behind McDonalds), but…
…1st among youth coca
good inspire beat
great
passion
olympic cola
free
world
energy
2012 games
music
campaign
move
Coca-Cola has increased
sponsorship awareness
coke
brand people
marketing
play love best
team
among youth by 37% in fun started ronson
12 months
© Havas Sports & Entertainment
25. Leveraging the Olympics to restore a
damaged brand
LOCOG
Sponsorship
July 2008
Spill Date
April 2010
© Havas Sports & Entertainment
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26. And build brand credibility
Built on sustainability Athlete endorsement spreads the message
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27. As sponsorship awareness improves, so
does BP’s reputation
BP’s image is substantially more positive amongst those aware of
their Olympic sponsorship
Committed to 45%
improvement 20%
Aware of BP
Environmentally 23% sponsorship
responsible 13%
Unaware of BP
sponsorship
Caring 21%
*April 2012
11%
Community 20%
focused
10%
© Havas Sports & Entertainment
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29. Good vibrations across the UK
London United
55% Kingdom London United
54% 47% Kingdom
44%
“Hosting the Olympic Games “I am really proud that
is a great thing for the London has been chosen to
country as a whole” host the Olympic Games” 29
© Havas Sports & Entertainment
30. Domestic fans have a positive view of
Olympic sponsors
Games are better as a direct consequence
40% of sponsors’ contribution
29% Sponsors have a positive impact on society
32% Games are run more for the benefit of the
sponsors than of true sports fans
© Havas Sports & Entertainment
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31. Strong content and experiences
reinforcing domestic leadership
© Havas Sports & Entertainment
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32. Helping Cadbury outperform the
competition
• Got in early
• Launched waves of activation
based around “fun” while
maintaining steady
awareness e.g. Spots &
Stripes
• Integrated engagement
platform including
experiential, digital (SoMe)
and PR
• Differentiated ambassadors
• Product centric approach
© Havas Sports & Entertainment
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33. And benefit from a shared passion
with fans
What is your favorite brand of confectionery?
Aware 75%
of Cadbury sponsorship
Unaware 60%
of Cadbury sponsorship
© Havas Sports & Entertainment
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34. Success is also a result of smart
investment
Photo to find – holiday inn
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35. Expensive sponsorship does not
guarantee success
Success is determined by HOW money is spent, NOT how much
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36. Panasonic is less recognized despite
TOP sponsor status
Although a TOP sponsor for 28 years, Panasonic is more aligned
with Tier 2 and Tier 3 sponsors
20%
TIER ONE
RANGE
15% TIER TWO
RANGE
% awareness
10.7%
10% TIER THREE
RANGE
8.4%
5%
0%
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38. Engagement is key, not a nice to have
is a bank
Banks have a lot harder time
engaging fans than other
sexier, more exciting sponsors
© Havas Sports & Entertainment
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39. A great strategy can work a treat
Lloyds TSB activated:
first (first to market - began activation in 2007)
often
globally (Olympic Torch Relay)
With content that is engaging
and unites fans around the
Games
Garnering the highest
awareness of any Tier 1 sponsor
(20%)
© Havas Sports & Entertainment
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41. Visa differentiates through sector
exclusivity
Visa and MasterCard offer a similar service yet Visa differentiates
itself through its sponsorship
Which of
these brands
are you
aware is an
Olympic
Sponsor ?
Before Olympic tickets went on sale
(March 2011)
© Havas Sports & Entertainment
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42. Sector exclusivity can block competitors
from stealing the spotlight
Visa and MasterCard offer a similar service yet Visa differentiates
itself through its sponsorship
+91%
Which of +16%
these brands
are you
aware is an
Olympic
Sponsor ?
Before Olympic tickets went on sale After Olympic tickets went on sale
(March 2011) (December 2011)
• 20% more likely to agree that Visa is accepted pretty much everywhere, and,
• 16% more likely to agree that Visa is the only card you need
© Havas Sports & Entertainment
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43. Food for thought: tips to maximize
Olympic sponsorship activation
Identify an area of passion & legitimacy that only your
brand can own
• Fans recognize when you’re being fake or untrue to your promise
Move from simple awareness to real storytelling
• Continually drive fan engagement and relevance
Be inclusive and inspiring
• from the inside out
Go the distance, and your fans will go with you
• Demonstrate your commitment to what they love, and create life long relationship
© Havas Sports & Entertainment
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44. Does the Olympics help brands achieve
their objectives?
03
© Havas Sports & Entertainment
45. We think so
For Coca-Cola: Olympic sponsorship helped
create a life-long brand story
For BP: the rings have helped
repair poor image & perception issues
For Cadbury: Olympic sponsorship has real
impact on business results, beyond pure
image and awareness
For Holiday Inn: success is determined by
HOW money is spent, NOT how much
For Lloyds TSB: relevant & localized
engagement made an unsexy category
interesting
For Visa: the Games guarantee stand out and
exclusivity
© Havas Sports & Entertainment
46. We set out to measure the impact of
the Olympics on sponsor objectives
But we’re not done
…and finish
with the
“after”
So far we have
measured the
“before”… …soon we will
measure the
“during” …
To demonstrate the real, long term effects of Olympic
sponsorship & its impact on brand objectives
© Havas Sports & Entertainment
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48. The Havas House
Valentina to provide elements next week
© Havas Sports & Entertainment
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Notas do Editor Bring teens closer to the Olympic Games by linking sports with their favourite musicMove to the Beat, a campaign that fuses Olympic sport with London-based music.Coke’s anthem for the Olympic Games: Mark Ronson, Katy B, the sound of sport through 6 international athletesBeatbox – Coca Cola Pavillionembedding the sports sounds from Coca‑Cola’s song for London 2012 within the building itself, visitors will be able to ‘play’ the Pavilion like a musical instrument and create their own beat for London 2012.Social Media activationSustainability: reduce carbon footprint through biogas trucksleave a social legacy, deliver positive social impact (Street Games national charity: bring sport to 110,000 young people in the most deprived areas of the UK)Supporting LOCOG’s initiative “Zero Waste Games” (+70% of all waste being reused, recycled or composted) BP wasn’t a damaged brand when their sponsorship started, they altered their sponsorship strategy in reaction to the tragedy in 2010 Criteria - Unaware of BP sponsorship - Aware of BP sponsorship Committed to improvement - +125% since early 2011Environmentallyresponsible –+76%Caring - +89%Communityfocused - +99% Positive attitude and excitement for the Games shared throughout the UK, not only in London The British public holds a positive, though slightly contradictory view towards Games’ sponsorsAt the end of the day, few believe that the Games should not have sponsors – the brands’ role is accepted and welcomeGames are better as a result of sponsors contribution: 40.4% agree / 14.3% disagreeSponsors have a positive impact on society: 29.3% / 21.8%Games run for sponsors: 31.8% / 17.5% Holiday InnIntegrated campaign around TV ads, radio and digitalAmbassadors including BMX world champion Shanaze Reade, windsurfer Nick Dempsey and Paralympic table tennis champion Will Bayley.The chain is promoting the fact that it will house +17,000 athletes in the Olympic Village. Tagline: ‘We’ve been chosen to help run the Athletes’ Village at London 2012… 17,000 athletes. Six weeks. One home.’- Part of LOCOG deal was that 65% of the available rooms across its 35 London hotels would be solely for Olympic bookings. They said 85% of these have now been filled.PANASONIC - “sharing the passion”ATL activation using ambassador Louise HazellFlag Tag: Facebook application allowing users to virtually paint their faces in the colour of their country and then share to their friends Tier One Sponsors range from 19.8% to 8.6% awareness It is the means by which brands can fully engage their audience