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A presentation given at the Havas Cafe at Cannes about the impact and effectiveness of brans investing in Olympic sponsorship
Citation preview
© Havas Sports & Entertainment
June 21st, 2012
Proving the impact of Olympic sponsorship:our initial findings
Lucien BoyerGlobal President & CEOHavas Sports & Entertainment
© Havas Sports & Entertainment
A bit of contextThere 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 & Entertainment3
…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
1908 Odal mouthwash
Olympic print ad
Because although we know Olympic sponsorship works and has for decades…
© Havas Sports & Entertainment
…and brands/fans believe in the power of the Rings
© Havas Sports & Entertainment6
National Pride…
…and gut feel
aren’t enough when millions of $ are at stake…
We wanted tangible proof
© Havas Sports & Entertainment7
before, during, and after the Games
Across the UK
9Krespondents
39 brands across all Tiers
Longest and largest study of its kind
Over 3 years
© Havas Sports & Entertainment8
TOP IOC Sponsors11 brands
Tier One Sponsors7 brands
Tier Two Sponsors7 brands
Tier Three Sponsors28 brands
IOC Sponsors
London 2012 Sponsors
© Havas Sports & Entertainment
Our aim? Shift the needle from simple awareness to true brand engagement
Sponsorship Awareness
Increased Brand Awareness
Improved Brand Image
Stronger Purchase Intent
Increased Sales
Don’t only look at…
…but also
Increased Brand Advocacy
…and ultimately brand engagement which results in true fans
© Havas Sports & Entertainment
01
Using the Olympics to achieve brand objectives
10
© Havas Sports & Entertainment
Who we will look at today
TOP Sponsors
Unofficial brands
Tier 1 Partners Tier 2 Partners
Tier 3 and Paralympics Partners
© Havas Sports & Entertainment12
Creating brand love among teens around the Olympics
© Havas Sports & Entertainment13
Reduce Carbon Footprint
MU
SICSU
STAI
NAB
ILIT
Y
Zero Waste Games
Leave a Social Legacy
A campaign targeting youth and sustainability built around brand engagement
© Havas Sports & Entertainment14
We’re helping Coke brands achieve objectives
© Havas Sports & Entertainment15
© Havas Sports & Entertainment16
Core to their communications strategy
© Havas Sports & Entertainment17
Stories(content, experiences, conversations)
Spread(liquid)
Value(linked)
© Havas Sports & Entertainment18
Olympic Torch Relay
© Havas Sports & Entertainment19
Stories(content, experiences, conversations)
Spread(liquid)
Value(linked)
© Havas Sports & Entertainment20
From one-way messages to dynamic stories
Message Brand conversations
Brand experiences
Brand content
© Havas Sports & Entertainment21
Multiple activationsFan photo shoots
Coke street teams
Brand ambassadors
Events
© Havas Sports & Entertainment22
Stories(content, experiences, conversations)
Spread(liquid)
Value(linked)
© Havas Sports & Entertainment23
Inviting fans to be part of the story
Coca-Cola Limited Edition packaging and sampling tour
Sampling
© Havas Sports & Entertainment
coca
teamplayfun
bestronsonstarted
brandcokegames
lovepeople
colagoodgreatolympicfree
2012campaign
marketing
world
inspire
music move
beat
energy
pass
ion
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-Cola has increased sponsorship awareness among youth by 37% in 12 months
© Havas Sports & Entertainment25
Leveraging the Olympics to restore a damaged brand
LOCOG Sponsorship July 2008
Spill Date April 2010
© Havas Sports & Entertainment26
And build brand credibility
Built on sustainability Athlete endorsement spreads the message
© Havas Sports & Entertainment27
BP’s image is substantially more positive amongst those aware of their Olympic sponsorship
As sponsorship awareness improves, so does BP’s reputation
Committed to improvement
Environmentally responsible
Caring
Community focused
45%
23%
21%
20%
Aware of BP sponsorship
Unaware of BP sponsorship
*April 2012
20%
13%
11%
10%
© Havas Sports & Entertainment
02
Other interesting take outs, so far…
28
© Havas Sports & Entertainment
Good vibrations across the UK
29
“Hosting the Olympic Games is a great thing for the country as a whole”
“I am really proud that London has been chosen to host the Olympic Games”
London55% London
47%
United Kingdom
54%United
Kingdom 44%
© Havas Sports & Entertainment
Games are better as a direct consequence of sponsors’ contribution
Sponsors have a positive impact on society
Games are run more for the benefit of the sponsors than of true sports fans
Domestic fans have a positive view of Olympic sponsors
30
40%
29%
32%
© Havas Sports & Entertainment31
Strong content and experiences reinforcing domestic leadership
© Havas Sports & Entertainment
• 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
Helping Cadbury outperform the competition
Click icon to add picture
Click icon to add picture
32
© Havas Sports & Entertainment33
And benefit from a shared passion with fans
What is your favorite brand of confectionery?
60%
75%Aware of Cadbury sponsorship
Unaware of Cadbury sponsorship
© Havas Sports & Entertainment34
Photo to find – holiday inn
Success is also a result of smart investment
© Havas Sports & Entertainment
Success is determined by HOW money is spent, NOT how much
Expensive sponsorship does not guarantee success
35
TOP£6.25M
TIER 3
app. £3M
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Although a TOP sponsor for 28 years, Panasonic is more aligned with Tier 2 and Tier 3 sponsors
Panasonic is less recognized despite TOP sponsor status
20%
15%
10%
5%
0%
% a
war
enes
s
TIER ONE RANGE
TIER TWORANGE
TIER THREERANGE
8.4%
10.7%
© Havas Sports & Entertainment37
Create relevant and localized engagement
© Havas Sports & Entertainment38
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
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%)
A great strategy can work a treatClick icon to add picture
Click icon to add picture
39
© Havas Sports & Entertainment40
Leverage sector exclusivity to separate from the competition
© Havas Sports & Entertainment41
Visa and MasterCard offer a similar service yet Visa differentiates itself through its sponsorship
Visa differentiates through sector exclusivity
Before Olympic tickets went on sale (March 2011)
Which of these brands
are you aware is an Olympic
Sponsor ?
© Havas Sports & Entertainment42
Visa and MasterCard offer a similar service yet Visa differentiates itself through its sponsorship
• 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
Sector exclusivity can block competitors from stealing the spotlight
Before Olympic tickets went on sale (March 2011)
After Olympic tickets went on sale(December 2011)
Which of these brands
are you aware is an Olympic
Sponsor ?
+91%
+16%
© Havas Sports & Entertainment
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
Food for thought: tips to maximize Olympic sponsorship activation
43
© Havas Sports & Entertainment
03
Does the Olympics help brands achieve their objectives?
© Havas Sports & Entertainment
We think soFor 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 & Entertainment46
We set out to measure the impact of the Olympics on sponsor objectives
But we’re not done
So far we have measured the
“before”…
…and finish with the
“after”
…soon we will measure the
“during” …
To demonstrate the real, long term effects of Olympic sponsorship & its impact on brand objectives
© Havas Sports & Entertainment
Our Olympic client portfolio
© Havas Sports & Entertainment
© Havas Sports & Entertainment49