M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.

Mumbrella Sport & Entertainment Conference
M&C Saatchi Sport & Entertainment

Emily taylor
Chief Strategy Oﬃcer
Luke Haynes
Strategy Director
Presenting to
you today

A global
network
of experts

Partnerships
with iconic
global &
local brands

Passions have changed.
Have marketers?

01
02
03
context
exclusive research
passion playbook

01
context

What is a passion?

Adds colour
to your life

Connects you
to community

Driver of human
relationships

Invest time,
money & energy

Defines you

Say friends “wouldn’t
know what they’re
passionate about”
defying stereotypes .
66%

from songwriting

to COOKING

from motorsport

to magic

We each have an
individual
passion profile

but the industry has a tendency to view culture in
monolithic
verticals

02
exclusive
research

A proprietary tool built in conjunction with_
m&c saatchi precision

We explored
five key
questions
What are Australians passionate about?
How committed are they?
How do they experience it?
How do they express it?
How do they buy into it?
01
02
03
04
05

Using a nationally
representative sample

Passion Connection Expression

We surfaced
400 unique passions
across 23 distinct categories
What we found….

Every individual has
four+ unique passions
What we found….

15% home chefs

11% gardeners

10.5% footy tragics

Passions are incredibly
diverse and nuanced
What we found….

pickleball

REMOTE CONTROL models

Restoring our faith in
humankind
What we found….

indigenous rights

volunteering

Live Experiences Broadcast Participation Education
Teaching Conversation Online Activity User-Generated
Content
We looked at
how audiences
connect to their
passions

50%
of sport fans
47%
of music fans
35%
of theatre buffs
Live experiences are
still the beating heart
of connection.

But we want more
out of our passions too….

KNOWLEDGE CONNECTION
content access
+

Are looking for ways to deepen their
understanding of their passion.
WANT to go deeper
1 2
IN

Regularly participate in activities and
experiences related to their passion.
are getting involved
themselves
1
4
in

Will spend time helping others learn
and get involved in their passion.
are actively helping
others get involved
1 6
IN

The implication?

Facilitate deeper
connection

Modern fans are not
bystanders, they want to
be involved in the action
What we found….

In a stadium of 35,000 fans,
3,500 will be creating
content to share online.

Yet we’re largely talking
about our passions offline

63% of our
conversations about
our passions happen
at the pub, over the
dinner table and by
the water cooler

Or “in the dark” via
private messaging like
WhatsApp

Brands need to create
moments worth snapping
or talking about

How do we rewrite
the playbook?

03
Passion
Playbook

1Sport remains the
largest commercial
opportunity

With a highly
committed fanbase.

97%
92%
Family
Friends
Pets
Faith
Sport

2Mass reach doesn’t
guarantee mass
cut through

Within just eight
competitions you’ll
find almost 3,000
brands
Source: Nielsen
8 comps
3,000 brands
The passion
universe
All sport

But in our entire
passion universe
Sport makes up 11%
of all passions

3Define a passion mix
in the same way you
would a channel mix

Because what looks
like a disparate mix, can
be highly correlated.

Passion 2 Passion 3
Passion 1 Passion 4
Passion 6 Passion 5

Camping
& the
outdoors
Cooking
at Home
Football
~30% segment
coverage
Netball
~20% segment
coverage
DIY Cycling

Your purpose is the
glue that holds the
portfolio together
4

Sustainability
Camping
& the
outdoors
Cooking
at Home
Football
~30% segment
coverage
Netball
~20% segment
coverage
DIY Cycling

People expect us to do
good, and our actions
speak louder than words.

5Invest in ideas
worth talking about,
not just media

Sponsorship leverage
can be highly efficient
when you’re building
from a shareable idea.

Owned &
internal
Creators
Organic &
UGC
Great insight
+
Meaningful action
+
Adds value
Paid
editorial
Media
integration
Social PR
Paid
Supercharging through
paid at the right moments

In summary

01
02
03
04
05
Sport remains the big bet
Reach doesn’t guarantee cut-through
Define your passion mix
Truly activate your purpose
Invest in ideas before media

Passion Mix Modelling
PASSION CONNECTION EXPRESSION

Krystyna Frassetto
krystyna.frassetto@mcsaaatchi.com.au
Luke Haynes
luke.haynes@mcsaaatchi.com.au

M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.

Recommended

Recommended

More Related Content

Similar to M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.

Similar to M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit. (20)

More from Brittany Ferdinands

More from Brittany Ferdinands (20)

Recently uploaded

Recently uploaded (20)

M&C Saatchi Sport & Entertainment’s Luke Haynes and Emily Taylor present 'Exclusive Research: Passions Have Evolved. Have Marketers?' at the Mumbrella Sport and Entertainment Marketing Summit.