During the World Cup in Brazil Ipsos ran an online research community in combination with our mobile qualitative app 'Applife'. Key topics covered are the impact of merchandising, branding, sponsoring.

1. HOW TO SCORE WITH ONLINE
COMMUNITIES AND MOBILE

2. WHAT DID WE DO:
COMMUNITY PLATFORM
+ IPSOS APP
2

3. What did we do?
3
45
MEN
40
DUTCH
SPEAKING
20
WOMEN
25
FRENCH
SPEAKING
ELABORATE FORUM WITH 28 WORLD CUP RELATED TOPICS
65 MOTIVATED COMMUNITY MEMBERS DURING 3 WEEKS
CUSTOM DESIGNED (LAY-OUT + CONTENT) , ENGAGING
PLATFORM…

4. The Community platform was combined with the
IPSOS APPLIFE
4
EASY TO DOWNLOAD IN THE
APPSTORE/PLAYSTORE
… CAPTURES CONTEXT
& CONSUMER EXPERIENCE
… CAPTURES IN REAL TIME WHAT
PEOPLE ARE DOING &
EXPERIENCING BEFORE, DURING &
AFTER THE GAME…
TIJDENS DE MATCH
Wat ben je aan het eten/
drinken? Welke producten en
van welk merk? Wat maakt dat
we voor deze producten kozen?
RECLAME
Laten we even letten op de reclame voor,
tijdens en na de match. Welke merken zijn
de revue gepasseerd? Welke indruk geven
deze merken, wat voegt het toe aan deze
merken dat zij adverteren op zo’n moment?
App Life
TIJDENS DE MATCH
Wat ben je aan het eten/
drinken? Welke producten en
van welk merk? Wat maakt dat
we voor deze producten kozen?
30 PARTICIPANTS
IPSOS APPLIFE – 1 WEEK (who also participated in the community)
20
DUTCH
SPEAKING
10
FRENCH
SPEAKING

5. Functionalities of Ipsos AppLife
Open-ended questions
Participants answer with text/ photo and/or video
Moderator can probe participant responses
Participants can create their own profiles
Participants can interact with each other and with
the moderator
All involved stakeholders at client side can view all
activity in the app in real time

6. EXPLAINING THE WORLD
CUP & RED DEVILS HYPE
6

7. THE WORLD CUP & RED DEVILS ARE MORE
POPULAR THAN EVER IN OUR COUNTRY
People really want to SHOW & SHARE with the world
that they are proud and supporting the Belgium team!

8. 8
Explaining the RED DEVILS/WC 2014 HYPE
BECAUSE we had to wait 12 years to participate in the World Cup.
Now, everybody wants to be fully part of the World Cup
experience.
BECAUSE our Red Devils are a golden generation of talent.
For the first time in decades, we have the opportunity to obtain a
good result. This is something to be proud of.
BECAUSE the international press is also aware of this unique
collection of talent. We want to show the world how good
our team is.
BECAUSE our Dutch neighbors are known for their crazy
support and quality football, but now, we even have the
opportunity to outclass them.

9. People want to SHOW & SHARE their support
Decorating the house
9

10. BRANDS ARE EXPECTED
TO SEE THE WORLD CUP
AS AN OPPORTUNITY
10

11. 11
The openness for activations, merchandising and
advertising during the WORLD CUP is high
It is seen as part of the whole World Cup experience and welcomed for
adding something to the general atmosphere!

12. 12
BUT knowledge of the official
sponsorships is rather low
All brands, not only the official sponsors, are welcome
to take the opportunity and use the World Cup for
marketing.

13. HOW TO SCORE AS
A BRAND
13

14. 3 important dimensions
3 important dimensions for an impactful
World Cup brand campaign
THE BRAND
& THE EVENT
WE ARE
ALL PART OF
THE TEAM
THE TEAM
& ME

15. 1. BRANDS SHOW SUPPORT & INVOLVEMENT
15
THE BRAND
& THE EVENT
• Supporting the World Cup or Red Devils as a brand => positive
image impact + brand awareness
• It is not about aiming for a quick win, it’s about a long term
involvement.
• It’s about showing you want the Red Devils to be successful or
embracing the emotions the World Cup stirs
Brussels Airlines
flies
our team to Brazil
The Jupiler
‘We are ready’
commercial
Send a postcard to
Brazil to support
the Red Devils
Watch the game
on a big screen

16. 2. BRANDS HELP TO SHOW SUPPORT & INVOLVEMENT
The GOGOGO Red
Devil mascots
It’s not about simply adding ‘a’ gadget to your product, it’s about a gadget that
is useful in showing the support
16
WE ARE
ALL PART OF
THE TEAM
• People really want to show that they are supporting the Red
Devils to the world
• Brands that help people to show their support to the world are
appreciated.
• HOW?
• By creating campaigns/useful gadgets which facilitate people
to show themselves, their family, and their friends as RED
DEVIL FANS
Accessories when purchasing
products of Jupiler
The ‘marcellekes’
of Carrefour

17. 3. BRANDS THAT PROVIDE SOUVENIRS
17
THE TEAM
& ME
• The World Cup is something which will be remembered for a long
time. It is an event to refer to/think of when the next World Cup
takes place.
• Besides the gadgets that people wear or hang out, people also like
brands that are able to deliver items that could serve as an
individual collector item or souvenir to personally
remember this 2014 World Cup.

18. The world cup hype is
reflected in the media usage
18

19. 19
THERE IS A HIGHER FREQUENCY
IN MEDIA USAGE DURING THE WC
TV IS STILL NUMBER 1 TO EXPERIENCE THE WORLD CUP
THE USAGE OF NEW MEDIA AS INFORMATION SOURCE ALSO
INTENSIFIES
TV
Higher purchase of print newspapers, especially when there is a
World Cup newspaper magazine (Het Laatste Nieuws, Het
Nieuwsblad)
SOCIAL
MEDIA
PRINT

20. 20
THERE IS A HIGHER FREQUENCY
IN MEDIA USAGE DURING THE WC
• BBC Sport website
• Sporza.be
• Official FIFA website
WC
APPS
WEBSITES
SOCIAL
MEDIA
• Liking Facebook pages: l’Equipe, BBC Sports, FIFA WK
2014 page, Red Devils page
• Twitter: following Red Devils, players, sport
personalities, …

21. Conclusions
21

22. 22
To score during the World Cup, a brand has to tap into the WC
experience:
1. Show support & involvement with the event/team
2. Help people to show their support & involvement
3. Provide individual collector items/souvenirs

23. 23
During the World Cup, media usage intensifies & widens AND
there is a strong openness towards communications and
activations
Brands have a wider platform and a willing audience, but strong need to
stand out and differentiate

24. 24
Gadgets and special editions
are able to temporary boost
sales but the impact on brand
equity often remains low.
A fit between the brand & the
activation/gadget is crucial to
score and be remembered in
the long run.

25. How can the combination of the
IPSOS COMMUNITY & IPSOS APPLIFE
be relevant for your research?
25

26. 26
Community & Applife are complementary and
ideal in today’s hybrid research
• REFLECTIVE RESEARCH
QUESTIONS
• DISCUSSION BETWEEN
RESPONDENTS
• CAPTURING LIVE ACTIONS
“IN THE MOMENT”
• SHORTER/ TO THE POINT
ANSWERS

27. Consumer & category understanding
Shopper & retail understanding
Optimize customer experience
27
Applife can easily add ethnographic info in
different types of research

28. Thank you for your
attention !