Case Study: Understanding the emotional impact of evian's sponsorship of Wimbledon (Warc 2013)


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Ipsos ASI and Danone Waters case study, presented at WARC: Advertising Research Conference 2013, highlighting how mobile enables brands to optimise and improve their communications in real-time.

Published in: Business, Sports

Case Study: Understanding the emotional impact of evian's sponsorship of Wimbledon (Warc 2013)

  1. 1. CASE STUDY: Understanding the Emotional Impact of evian’s Sponsorship of Wimbledon Ed Macdonald, Danone Waters Christine Daley, Ipsos ASI
  2. 2. There are new ways to see people’s experiences…. 2 Edinburgh: 6th July @ 17.49
  3. 3. OVERVIEW OF THE PRESENTATION •Why mobile? •What did we find out? •Did the campaign and the research deliver? 3
  4. 4. Background • evian global strategy to sponsor major sports events • great fit with the functional and emotional brand benefits • 2012 was tough because of the event clutter • Overall awareness of the sponsorship is flat since 2009 4
  5. 5. Marketing Objectives “Run a targeted , integrated campaign to drive awareness of our Wimbledon sponsorship in a Live Young tone.” “Drive evian brand preference and consideration during the core season.”
  6. 6. Media Plan LONDON Wimbledon Press Outdoor Digital April May June July 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 NATIONAL Baby&Me TV Cinema Digital 6 Ed: do you want to include the spend? Maybe just the total?
  7. 7. TV/Cinema Online Baby &Me App ‘Wimbledon Wiggle’ Campaign
  8. 8. Adding viral content. Have you got your wiggle on yet?? The marketing team Wiggle! Jonathan Ross and Maria Sharapova get their wiggle on…
  9. 9. TV/Cinema Online Press Baby &Me App Brand Ambassadors ‘Wimbledon Wiggle’ Campaign Outdoor
  10. 10. PR…When Jonathan Ross met Maria Sharapova.. Press Outdoor
  11. 11. TV/Cinema Online In-Store Press Baby &Me App On court Brand Ambassadors ‘Wimbledon Wiggle’ Campaign bespoke packs Outdoor
  12. 12. 12 Why mobile to measure evian’s sponsorship of Wimbledon? A new viewpoint Explores word of mouth On the go/in the moment
  13. 13. 13 Overview of Approach
  14. 14. 16 3. The media 4. The touchpoint When the respondent encounters a touchpoint, they access the app and... 1. Take a photo 2. Tell us the brand Routed by media type 1 2 3 4 How respondents use Brand Shout Can we combine this and the next chart?
  15. 15. 17 8. The emotion* it created 7. Impact on purchase intent or interest in brand* 5. Tell us their impressions 6. How it affected their opinion of the brand This example is for car insurance – questions are tailored to the appropriate category. 5 6 7 8 How respondents use Brand Shout
  16. 16. Whom we interviewed 18 27 respondents recruited from the Wimbledon Championship grounds 313 respondents recruited nationally, outside of London 113 respondents recruited within London Males/Females 18-65 Who have purchased plain bottled water in the past 12 months Brand Shout fieldwork conducted: 28th June – 8th July
  17. 17. 19 The competitive set
  18. 18. 20 Was Brand Shout data able to reflect the campaign plan?
  19. 19. 12 37 9 25 6 11 18 41 8 14 6 12 evian dominated share of experiences both within and outside of London. 21Q2. Which brand did you see or hear something about? Base: All respondents National (1147) London (368) Share of experiences by brand London Nationally exc. London
  20. 20. 22 Nationally exc. London London Touch point experiences differed greatly by region, with the billboards featuring more prominently in London. Share of experiences for evian – By Region 24% 11% 24% 20% Q2/3. Brand / Experience type Base: Respondents who experienced evian National (421), London (152) 1% 9% rd n re is
  21. 21. 23 Key national touch points – TV and shopper
  22. 22. 6 50 11 24 9 face to face TV/Cinema Online eg website, Facebook, Twitter In-store Other TV and shopper were the key national touchpoints. 24Q3. Where did you see or hear about this brand? Base: All respondents mentioning evian (421) Share of experiences by touchpoint - evian Nationally exc. London
  23. 23. ...78% of those who saw evian on TV, saw the brand sponsoring Wimbledon 25
  24. 24. 26Q4. How did the brand appear at Wimbledon? Base: All respondents experiencing evian at Wimbledon, either on TV or at the Championship grounds (n=92) Share of Wimbledon experience for evian And the real time feedback delivered detailed information that would be missed or forgotten via recall in a traditional tracker. 82 11 7 On court – bottles On court - fridge Other Wimbledon activation Nationally exc. London
  25. 25. The players: Laura Robson was most frequently captured drinking from an evian bottle. Product placement at the press conferences was also key. 27 Respondent Images taken using the Ipsos BrandShout app
  26. 26. Many came across the product on offer and the special Wimbledon edition bottles were prominently displayed. Total Sample Very well stocked in shop, gives impression that its market leader Bottles look cool Superior classy desirable It looked good on the shelf so I bought it Prominently displayed It was eye catching and there was offer buy one get second half price Included in the Tesco meal deal Wimbledon pack of evian. Good that they sponsor tennis. Q5. How would you describe the content of what you saw or heard? What impressions did it give you about the brand? Base: All respondents who experienced evian in-store National (103) London (36) 28
  27. 27. Brand Shout provided specific information around in-store experiences beyond on shelf: chillers, fridges and special point of sale displays which help direct the in- store strategy for next year. Nationally exc. London Q4. How did the brand appear In-Store? Base: All respondents experiencing Evian; National (n=103) London (n=36) Share of In-store experience for Evian 52 15 31 2Product on shelf In the chiller/fridges in the store Special display (Gondola or Till) Restaurant/cafe/hotel
  28. 28. 30 Was the 360° campaign activated as planned in London?
  29. 29. 8 16 11 9 20 24 6 A face to face/phone conversation TV/Cinema Newspaper or magazine Online eg website, Facebook, Twitter Poster/billboard In-store/On sale Total Wimbledon London: there was a notable increase in engagement with evian on posters/billboards, where these elements were more heavily weighted... 31Q3. Where did you see or hear about this brand? Base: All respondents who experienced evian in London (152) Share of experiences by touchpoint - evian London
  30. 30. ...specifically supporting evian’s proposition: ‘Live Young’ and youthful. London I like these ads with the idea of living young. Amusing/Light hearted. Fresh/Fun. Sharapova and a baby both looking surprised, great poster ad to fit with their tv ads about feeling young. Posters/Billboards Station billboard, evian water makes you more youthful Maria Sharapova and a baby. evian keeps you young. Q5. How would you describe the content of what you saw or heard? What impressions did it give you about the brand? Base: All respondents who saw evian posters/billboards - in London (30) 33 8 16 11 9 20 24 6
  31. 31. 34 What drove consumer conversation?
  32. 32. Within London, conversations about the brand were increased, coming from the 360°approach. 35Q2/3. Brand / Experience type Base: evian (152), Robinsons (52), Buxton (68), Highland (*29), Volvic Plain (*22), Volvic Touch of Fruit (*45) *Low Base 41% 75% 57% 45% 39% 27% Total Billboard/Poster At Wimbledon TV/Cinema Conversation In store/On sale Share of main touchpoints by brand London (On TV or at the championship grounds) +14 vs National
  33. 33. It’s the campaign that sparked WOM in London whereas nationally, conversations focused more on taste and promotions. 36 Boys commenting the current ad campaign for evian that we see all over is the funniest and best ad ever Reliable drink for gym Discussed evian at the gym Talking about the adverts. Funny brand My friend said her Volvic wasn't as good a taste as evian Positive, we were discussing how much nicer it tasted than tap water! I noticed the product was on offer Discussed and agreed this was the best tasting bottled water We were talking about how cheap it was on promotion Q5. How would you describe the content of what you saw or heard? What impressions did it give you about the brand? Base: All respondents mentioning evian - National (*26) London (*12) *Low Base Nationally exc. London London evian is also discussed in relation to the gym, presenting further opportunity to engage with consumers. Which elements in London? 36
  34. 34. 37 So… do we consider the campaign effective?
  35. 35. 38 Despite Sharapova crashing out in the second round of Wimbledon...
  36. 36. 39 ... a record breaking 17.3 million tuned in to watch Murray victory in the Men’s final. 39
  37. 37. Aside from TV – we saw word of mouth, online and in store have a positive influence on purchase intent for evian. Effect on purchase intent by experience for evian Share of evian experiences EffectonPurchaseIntent (TopBox%) Conversation TV/Cinema Online In-store 0 10 20 30 40 50 60 70 0 10 20 30 40 50 Poster/Billboard Newspaper/ Magazine Q3/ Q7b. Experience / Purchase Intent Base: Respondents who experienced evian (Conversation=48, TV/Cinema=282, Online=72, Poster/Billboard 43, Newspaper/Magazine 34 In store/On sale=169) Total Sample 40
  38. 38. 41 Which of these sets of feelings would you associate with using this brand, based on this particular experience? Nationally, experiences with the brand elicit perceptions of evian as strong, powerful and admired. Experiences with the campaign in London show the brand to be, above all else, carefree, playful and fun. Nationally exc. London Q9. Which of these emotions is the closest to the one you felt when you saw or heard about the brand on this occasion? Base: All respondents (421); All respondents in London (152) London Carefree, playful, fun Open, connected to others Accepted, caring, loving Relaxed, at ease, safe Unique, distinct , expert Strong, powerful, admired Passionate, energized In control, organised, efficient 11 5 2 14 12 10 15 10 30 4 8 11 7 10 9 11
  39. 39. 0 20 40 60 80 100 Is a brand I feel close to Is extremely pure Helps me feel youthful Is worth paying for Is an iconic brand Is good for my health Evian As observed in London, nationally evian stood out as an iconic brand, but without closeness and ‘youthful’ perceptions. The campaign shows that we have reinforced London’s affinity with the brand: still considered iconic, and the brand that Londoners feel closest to with the youthful message delivered. Brand Equity Nationally exc. London Q10. On the next few screens, please tell us to what extent, if at all, do you agree or disagree that the following statements fit with this brand. Base: Nationally exc. London: evian (421) Base: London: evian (152) 42 0 20 40 60 80 100 Is a brand I feel close to Is extremely pure Helps me feel youthful Is worth paying for Is an iconic brand Is good for my health London
  40. 40. 43 What are the implications for the brand?
  41. 41. Implications for the brand. 44 Tangible impact of London strategy More touch points driving conversations about Evian, delivering uplift in purchase intent. Focus on event marketing More focus on court, more creative ways to deliver product placement. Optimising comms mix across the UK and globally. In store, and online activation can work across UK. Maria creative rolled out in other countries.
  43. 43. THANK YOU • Ed Macdonald • • Christine Daley •