Proving the Impact of Olympic Sponsorship
 

Proving the Impact of Olympic Sponsorship

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Initial discoveries from Havas Sports & Entertainment Study about Impact of Sponsorship on Olympic Games

Initial discoveries from Havas Sports & Entertainment Study about Impact of Sponsorship on Olympic Games

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  • 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

Proving the Impact of Olympic Sponsorship Proving the Impact of Olympic Sponsorship Presentation Transcript

  • Proving the impact of Olympic sponsorship: our initial findings June 21st, 2012 Lucien Boyer Global President & CEO Havas Sports & Entertainment© Havas Sports & Entertainment
  • A bit of context There exists little quantifiable research on the real effects of Olympic sponsorship and if it achieves brand objectivesWe set out to change this fact for one very simple reason… © Havas Sports & Entertainment
  • …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 3
  • Because although we know Olympic sponsorship works and has for decades… 1908 Odal mouthwash Olympic print ad© Havas Sports & Entertainment
  • …and brands/fans believe in the power of the Rings© Havas Sports & Entertainment
  • National Pride……and gut feel aren’t enough when millions of $ are at stake… We wanted tangible proof © Havas Sports & Entertainment 6
  • Longest and largest study of its kindOver 3 years before, during, and after the Games9Krespondents 39 brands across all Tiers Across the UK© Havas Sports & Entertainment 7
  • IOC Sponsors TOP IOC Sponsors 11 brandsLondon 2012 Sponsors Tier One Sponsors 7 brands Tier Two Sponsors 7 brandsTier Three Sponsors 28 brands © Havas Sports & Entertainment 8
  • 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
  • Using the Olympics to achieve brand objectives 01© Havas Sports & Entertainment 1
  • Who we will look at today TOP Sponsors Tier 1 Partners Tier 2 Partners Tier 3 and Paralympics Partners Unofficial brands© Havas Sports & Entertainment
  • Creating brand love among teens around the Olympics© Havas Sports & Entertainment 12
  • 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 13
  • We’re helping Coke brands achieve objectives© Havas Sports & Entertainment 14
  • © Havas Sports & Entertainment 15
  • Core to their communications strategy© Havas Sports & Entertainment 16
  • Stories (content, experiences, conversations) Spread (liquid) Value (linked)© Havas Sports & Entertainment 17
  • Olympic Torch Relay© Havas Sports & Entertainment 18
  • Stories (content, experiences, conversations) Spread (liquid) Value (linked)© Havas Sports & Entertainment 19
  • From one-way messages to dynamic stories Message Brand conversations Brand Brand content experiences© Havas Sports & Entertainment 20
  • Multiple activationsFan photo Brand ambassadorsshoots Events Coke street © Havas Sports & Entertainment teams 21
  • Stories (content, experiences, conversations) Spread (liquid) Value (linked)© Havas Sports & Entertainment 22
  • Inviting fans to be part of the storyCoca-Cola Limited Editionpackaging and samplingtour Sampling © Havas Sports & Entertainment 23
  • 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
  • Leveraging the Olympics to restore a damaged brand LOCOGSponsorship July 2008 Spill DateApril 2010© Havas Sports & Entertainment 25
  • And build brand credibilityBuilt on sustainability Athlete endorsement spreads the message© Havas Sports & Entertainment 26
  • 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 27
  • Other interesting take outs, so far… 02© Havas Sports & Entertainment 2
  • 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
  • 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 30
  • Strong content and experiences reinforcing domestic leadership© Havas Sports & Entertainment 31
  • 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 32
  • 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 33
  • Success is also a result of smart investment Photo to find – holiday inn© Havas Sports & Entertainment 34
  • Expensive sponsorship does not guarantee success Success is determined by HOW money is spent, NOT how much© Havas Sports & Entertainment 35
  • 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% © Havas Sports & Entertainment 36
  • Create relevant and localized engagement© Havas Sports & Entertainment 37
  • 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 38
  • A great strategy can work a treatLloyds TSB activated:  first (first to market - began activation in 2007)  often  globally (Olympic Torch Relay)With content that is engagingand unites fans around theGamesGarnering the highestawareness of any Tier 1 sponsor(20%)© Havas Sports & Entertainment 39
  • Leverage sector exclusivity to separate from the competition© Havas Sports & Entertainment 40
  • 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 41
  • 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 42
  • 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 43
  • Does the Olympics help brands achieve their objectives? 03© Havas Sports & Entertainment
  • We think soFor Coca-Cola: Olympic sponsorship helpedcreate a life-long brand storyFor BP: the rings have helpedrepair poor image & perception issuesFor Cadbury: Olympic sponsorship has realimpact on business results, beyond pureimage and awarenessFor Holiday Inn: success is determined byHOW money is spent, NOT how muchFor Lloyds TSB: relevant & localizedengagement made an unsexy categoryinterestingFor Visa: the Games guarantee stand out andexclusivity © Havas Sports & Entertainment
  • 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 havemeasured the“before”… …soon we will measure the “during” …To demonstrate the real, long term effects of Olympicsponsorship & its impact on brand objectives© Havas Sports & Entertainment 46
  • Our Olympic client portfolio© Havas Sports & Entertainment
  • The Havas House Valentina to provide elements next week© Havas Sports & Entertainment 48
  • © Havas Sports & Entertainment
  • © Havas Sports & Entertainment 50