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Similar to DDB Sydney's Matt Chandler and OMD Australia's Aaron Miller present 'The Power of Big Sports and How to Engage Fans Creatively' at the Mumbrella Sports and Entertainment Summit.
Similar to DDB Sydney's Matt Chandler and OMD Australia's Aaron Miller present 'The Power of Big Sports and How to Engage Fans Creatively' at the Mumbrella Sports and Entertainment Summit. (20)
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DDB Sydney's Matt Chandler and OMD Australia's Aaron Miller present 'The Power of Big Sports and How to Engage Fans Creatively' at the Mumbrella Sports and Entertainment Summit.
- 1. The Power of Big Sports and how to Engage Fans Creatively
- 2. Matt Chandler Aaron Miller Executive Creative Director DDB Sydney National Director Sport Partnerships OMD | Create
- 7. It’s in “Any boss who sacks anyone for not turning up today is a bum ” - Bob Hawke, 1983 our DNA
- 8. of Aussies agree that sport is a significant part of our national culture 80%
- 9. Australia is a sports mad nation!
- 10. Aussies have participated in physical activity several times this week 13.8m Source: Gemba Insights 2022
- 11. of us have consumed sport in the past 7 days 16.4m Source: Gemba Insights 2022
- 12. And sport is only growing
- 13. Code owned digital and social platforms are seeing unprecedented growth
- 15. Even our passion points for sports are growing
- 16. Brands are missing out if they’re only focusing on buying reach
- 17. Because it’s more than sport. It’s ritual, it’s obsession, it’s emotion.
- 19. So how can brands make the most of this opportunity?
- 20. We must shift our way of thinking
- 21. When multiple channels work together to boost ROI 18 Source: Get with the program, 2017, Thinkbox/YouGov Fully integrate your approach for best results 2.8 3.6 3.2 3.4 1.2 5.3 6.1 5 5.6 3.7 8.9 9.8 8 7.6 6.3 0 5 10 Partnership Index Reputation Impression Quality Consideration Extent of campaign integration is reflected in brand health Badging Only Some Integration Fully Integrated 31% Integrated campaigns more effective at building brands Fully integrate your approach for best results When multiple channels work together to boost ROI
- 22. Beawareofrelevanttrends Purpose Long format storytelling Rise of Tik Tok and short form content 19 Update image Beawareofrelevanttrends Purpose Long format storytelling Rise of Tik Tok and short form content 19 Update image Be aware of relevant trends
- 24. Marquee sport moments dominate our viewing 80% top 10 programs watched are sports
- 25. Economist/YouGov Poll, 2022. On Super Bowl day, 27% of people are watching for the commercials. Another 17% say their favourite part is the halftime show.
- 26. So we know it’s an opportunity for brands to have a big moment
- 27. But it’s what you do with that moment that matters
- 28. And there are a lot of powerful ways to approach these blockbuster moments
- 29. the power of Lovin’ the sport
- 33. A shared national moment the power of
- 35. Being on the field the power of
- 37. Heckling from the sideline the power of
- 39. the power o f Player National moments Hijacks Heckles & Being on th efield
- 40. Relevance Is the power of
- 43. Macca’s We’ll Be Here Campaign
- 44. Conceived to run in 2019 to launch during Origin
- 45. But we learnt a lot between 2019 & 2021
- 46. The original script was missing a few key scenes
- 48. In 2021, we made it relevant for the moment
- 49. Key out takes Sport matters to Aussies and it’s growing. Sport is more than just a reach opportunity. Shift our thinking and fully integrate. Relevance is everything.
- 50. Thank you