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Perfect Minute Advertising für Olympia 2014.

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Unser Case für den DOSB in und um die Winterspiele von Sotschi 2014.

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Perfect Minute Advertising für Olympia 2014.

  1. 1. Perfect Minute Advertising. Jung von Matt/sports präsentiert den Sotschi 2014 Kommunikations-Case für den Deutschen Olympischen Sportbund (DOSB). Hamburg, 07. März 2014
  2. 2. Vorwort: Die perfekte Minute braucht die perfekte Vorbereitung. Die folgende Kampagne wurde im November 2013 konzipiert. In diesem Rahmen wurden Schlüssel-Parameter wie (a) Kreativ-und (b) Mediastrategie, sowie (c) der Look der Kampagne definiert. Auch die wichtige Infrastruktur in Hinblick auf (d) Bild-, (e) Verbands-, (f ) Sponsoring- und (g) Sportlerrechte, wurde in dieser Phase etabliert und realisiert. All diese Kriterien waren essentiell, um während der Winterspiele die schnellste Sportkampagne der Geschichte zu gewährleisten. 06.03.14 2 /35
  3. 3. Die Situation: Die Deutschen interessieren sich nicht für die Winterspiele. Das Interesse der Deutschen an den Olympischen Winterspielen für Sotschi ist gegenüber Vancouver 2010 von 51 Prozent auf 43 Prozent gesunken (Repucom, 2014). Eine Entwicklung, die gegensätzlich zum globalen Trend verläuft mit gefährlichen Folgen für den Deutschen Sport, seine Vermarktung und seine Finanzierung (ZEIT, 2014). Dazu kommt: Auf medialen Rückenwind können wir nicht bauen. Harsche Kritik am Austragungsort, eine gescheiterte Bewerbung für München und bescheidene Mannschaftserfolge wollen nicht für Stimmung sorgen. Schlechte Vorzeichen unter denen vor allem unsere Olympioniken leiden müssen. 06.03.14 4 /35
  4. 4. Das Problem: Der Stellenwert von Sport gerät damit in ernste Gefahr. Trotz oder gerade wegen der Kritik, muss der Stellenwert von Spitzensport deutlich gemacht werden. Er ist das Zugpferd für den Breitensport und vermittelt nicht nur die gesellschaftliche Bedeutung von Bewegung und Gesundheit, sondern auch wichtige Werte wie Zielstrebigkeit, Teamgeist und Integration (EBS/DSHS, 2012) Denn neben all den Diskussionen darf nicht vergessen werden: Sport ist und bleibt wichtiges Kulturgut! 06.03.14 5 /35
  5. 5. Unsere Herausforderung: Deutschland für Olympia und unsere Mannschaft begeistern! Wir wollen unserem Sport und vor allem unseren Sportlern, die Anerkennung geben, die sie verdienen. Eine optimistische Kampagne, die unsere Athleten ermutigt und Deutschland für sie begeistert. Und das alles ohne den Einsatz von klassischem Media-Budget! Kurz: Ruhm und Ehre für unsere Athleten! 06.03.14 6 /35
  6. 6. Unser Plan, um das Feuer zu entfachen: Erfolgskommunikation für Erfolgsmeldungen.
  7. 7. Unser Ansatz: Jeder liebt Erfolgsmeldungen – vor allem für das eigene Land! Wir geben unserer Kommunikation die positivste Facette, die der Sport zu bieten hat: Denn egal ob zu WM, EM oder Olympia. Egal ob Athlet, Verein, Verband oder Fan. Jeder liebt Erfolge und die feiert man am liebsten gemeinsam! Diese Kraft des Kollektivs, die eine ganze Nation beflügeln können, wollen wir mit dem Haschtag #WirFuerD (Wir für Deutschland) nutzen. Die Mechanik: Wir nutzen individuelle Gratulationsanzeigen, um es zum Leben zu erwecken. 06.03.14 8 /35
  8. 8. Die Kreativ-Idee: Die schnellsten Anzeigen der Welt, digital & auf die Sekunde getimed! Wir nutzen das gesellschaftliche Momentum in sozialen Netzwerken und posten die Gratulationsanzeigen direkt nach Überquerung der Ziellinie. Via Cloud beziehen wir die Pressebilder direkt vor Ort und versehen diese in Echtzeit mit individuellen und emotionalen Headlines in einem einzigartigen Look. Über die Facebook Seite der Olympiamannschaft Der Effekt: Perfect Minute Advertising at its best! 06.03.14 9 /35
  9. 9. Die Media-Strategie: Wir setzen auf Owned Media und seine ganze Klaviatur! Fokus stehen vor allem die sozialen Netzwerke der deutschen Olympiamannschaft, der einzelnen Athleten und Verbänden. Hier können wir die bereits vorhandene Fan-Basis nutzen und durch gezielte Wechselwirkungen stärker kapitalisieren! Der Vorteil: Schnell, flexibel, reichweitenstark und quasi umsonst! 06.03.14 10 /35
  10. 10. Insgesamt entstehen 22 individuelle Motive in nur 2 Wochen! 06.03.14 11 /35
  11. 11. Ausgewählte Motive: 06.03.14 12 /35
  12. 12. Motiv #1 06.03.14 13 /35
  13. 13. 06.03.14 14 /35
  14. 14. 06.03.14 15 /35
  15. 15. 06.03.14 16 /35
  16. 16. 06.03.14 17 /35
  17. 17. 06.03.14 18 /35
  18. 18. Die Ergebnisse: 06.03.14 20 /35
  19. 19. Mehr Reichweite: Pro Post erreichen wir im Schnitt 242.000 Menschen! 500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 Ø 242.000 #14 #2 #3 #4 #6 #7 #12 #21 #11 #10 #5 #15 #22 #13 #18 #8 #20 #16 #9 #1 #17 #19 06.03.14 21 /35 824.000 460.000 373.500 Quelle: Facebook Stats (2014)
  20. 20. 20000 15000 10000 5000 0 #14 #2 #3 #4 #6 #7 #12 #21 #11 #10 #5 #15 #22 #13 #18 #8 #20 #16 #9 #1 #17 #19 06.03.14 22 /35 38.000 16.300 16.300 Quelle: Facebook Stats (2014) Ø 10.260 Mehr Likes: Pro Post durchschnittlich 10.260 Likes (Sympathie).
  21. 21. Mehr Interaktion im Direktvergleich: Unsere Kampagne übertrifft London in allen Dimensionen. London 2012 Sotschi 2014 06.03.14 23 /35 3249 10266 Likes 125 458 Comments 346 680 Shares 3720 11404 Total Interaction Quelle: Facebook Stats (2014)
  22. 22. Mehr Fans: Jeder unserer Post generiert neue Fans! 110000 105000 100000 95000 90000 85000 80000 75000 70000 65000 London 2012 Sotschi 2014 06.03.14 24 /35 Quelle: Facebook Stats (2014) 1285 2119 Fan-Wachstum / Tag +37.500 (+ 56%)
  23. 23. Mehr Sichtbarkeit: Unser Hashtag #WirfürD erobert Deutschland! 06.03.14 25 /35 19.303 Tweets 12.742.038 Reach 124.466.449 Timeline Deliveries
  24. 24. Mehr Effizienz: Mit minimalem Werbe-Budget zur maximalen Reichweite! 06.03.14 26 /35 100 4250 Reichweite / Euro (FB-Durchschnitt) Reichweite / Euro (DOSB-Kampagne) Index 5,00 0,04 Facebook-TKP (Durchschnitt) 42,5x Unser TKP effektiver 125x günstiger
  25. 25. Mehr Quote: Die Spiele in Sotschi erreichen neue Bestmarken bei ARD und ZDF. Laut „Repucom“ lagen die Erwartungswerte für die olympischen Spiele in Sotschi bei 43% und wurden somit um 30% übertroffen. 06.03.14 27 /35 61,60% 68,60% 73,00% Turin 2006 Vancouver 2010 Sotschi 2014 TV-Quoten Quelle: ARD/ZDF, Repucom
  26. 26. Ein Hashtag, der nicht nur beflügelt, und eine Kampagne über die ganz Deutschland spricht! 06.03.14 28 /35
  27. 27. Zusammengefasst: 06.03.14 30 /35
  28. 28. 06.03.14 31 /35 Trotz der negativen Berichterstattung und der düsteren Prognose, konnten wir Deutschland für unsere Athleten begeistern!
  29. 29. Fazit: Erfolgskommunikation für Erfolgskommunikation. Wir erreichen mehrere Millionen Kontakte und Likes, hundert Tausende Kommentare und das alles für 4.000 EUR. Damit zeigt der Case, dass optimierte Prozesse, weise Vorausschau und kreativ-schnelles Handeln nicht nur zu erfolgreicher – sondern auch effizienter Kommunikation führt. Mit unserem Ansatz des Perfect-Minute-Advertising haben wir sowohl die (1) Form, (2) den Inhalt und die (3) Verbreitung von Sportkommunikation revolutioniert. 06.03.14 32 /35

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