World Cup To 2012 Martyn Uren

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Utilising all of the key findings from the World Cup to aid consumer understanding for the forthcoming 2012 London Olympics, NI are publishing a series of key learning\'s than can help clients win gold with regards to media planning.

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  • Football tracker November and then pre world cup

    Mars Effectiveness – waiting the results

    Sales effectiveness – looking at bran metric shifts using NI Panels

    Utilise the key findings from the qual project

    Cross reference the key themes with existing projects

    Aim to provide communications insight for the Olympics
  • Family engagement – The Mum as the key event organiser

    Not as cynical as expected

    Key brands that engaged with the process were at the heart of the event

    (insert clip about the fun of the event)
  • Using our You Gov panel we can ascertain the Buzz on certain brands across the world cup

    As expected the dip post England's early exit affected all brands who have associated themselves with the World Cup
  • Existing media repertoires stretch to embrace additional sources

    Tempting extras - wall charts, pictures, specialist access & knowledge

    Social networking a key factor - ‘virtual’ offers a new shared experience

    Speeding up the sharing of rumour & gossip (the Gerrard ‘scandal’)

    Technology waiting to be explored - apps to discover, share & show-off

    Screen media with more control & access - BBC iplayer, Sky on mobile phones

    Choosing the commentary - mixing the media (radio & TV)
  • Views of Our Squad

    Idealistic, Amateur, Individual Endeavour
    Patriotic not Nationalistic
    Antipathy of money/celebrity culture
    Athletes as unknowns leave as heroes
    Usain Bolt, Chris Hoy - sacrifices to succeed
    Open to all Paralympics
    British event - escapes home Nation rivalries
    Invites different relationships
    Football is a big money for big money brands
    Olympics represents something more special
    “We are the hosts on show to the World
    - we have to get it right!”
  • Understand the role your brand can play in the event and avoid ‘bandwagon badging’

    Commit to the event and start early

    Embrace the multi-cultural Britain and ‘no millionaires’ sentiment

    Target the household organiser

    Be flexible

    Utilise multimedia as assume increased adoption

  • The reaction to tactical advertsing
  • World Cup To 2012 Martyn Uren

    1. 1. Source: NI World Cup Research 2010
    2. 2. • Investigate the key passion points • The combination of new media and traditional • Understanding the different World Cup branded campaigns • Provide a series of key learnings for the Olympics
    3. 3. “That togetherness feel, for me was a bit like Christmas. You are striking up conversations, doing things you don’t normally do…and when I took down all that football paraphernalia at home I felt like I was taking the Xmas decorations” “The things I’ll remember about the World Cup were the times with my family, that we were able to get together, despite the fact that we disappointed by the England team for much of it” Source: NI World Cup Research 2010
    4. 4. -10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 Mars EngvUSA EngvAlgeria EngvSlovenia EngvGermany World Cup – 11 June – 11 July 2010 Source: NI World Cup Research 2010
    5. 5. 1) Brands who have a direct relationship in the game 2) Brands who have earned the right to be part of the game 3) Brands that act as fans and share passions 4) Brands that are topical and get the mood correct Source: NI World Cup Research 2010
    6. 6. Source: NI World Cup Research 2010
    7. 7. Source: NI World Cup Research 2010
    8. 8. Source: NI World Cup Research 2010
    9. 9. Source: NI World Cup Research 2010
    10. 10. • Positive reactions before the world cup suggested the use of either was positive before hand but St Georges flag has remained - example Mars 0 10 20 30 40 50 60 70 80 I Like It Means nothing to me Hate it St George Pre WC St George Post WC 3 Lions Pre 3 Lions Post Source: NI World Cup Research 2010
    11. 11. Source: NI World Cup Research 2010
    12. 12. wave one: 1,286 respondents wave two: 1,344 respondents Fieldwork conducted by YouGov 10th June – 17th June 2009 27th September – 8th October 2010
    13. 13. 34% 42% 24% Low Average High Increase from 18% June 2009 How Excited are you about the Olympics? Source: NI Track and Field 2010
    14. 14. Developing British Talent Encouraging healthy lifestyle Source: NI Track and Field 2010 On a scale of 1 to 5, where 1 is very important and 5 is not at all important, please tell us how important each to these are to you when it comes to how you view the 2012 Olympics/Paralymics Ensuring a positive legacy
    15. 15. 21% 52% 20% 7% Important Unimportant Neither Don’t know How Important will nations coming together / uniting? Source: NI Track and Field 2010
    16. 16. Source: NI Track and Field 2010
    17. 17. Source: NI Track and Field 2010
    18. 18. 32% 32% 28% 8% Important Unimportant Neither Don’t know How Important will getting together with friends / family? Source: NI Track and Field 2010
    19. 19. 0 10 3020 Source: NI Track and Field 2010
    20. 20. 44% 27% 22% Source: NI Track and Field 2010
    21. 21. The Paralympics is an essential part of the overall 2012 Olympics Games 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 - Strongly agree 2 - Agree 3 - Neither agree nor disagree 4 - Disagree 5 - Strongly disagree Source: NI Track and Field 2010
    22. 22.  Future facing - a lot happens in 2 years  Fresh thinking approach  Making an event of any research  Ensure flexibility in media planning

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