Proving the Impact of Olympic Sponsorship

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 objectives

We set out to change this fact for one very simple
reason…


…we wanted to provide brands with hard evidence to
ultimately help them make fact-based decisions when
considering Olympic sponsorship in the future

3

Because although we know Olympic
sponsorship works and has for decades…

1908 Odal
mouthwash
Olympic print ad


…and brands/fans believe in the
power of the Rings


National Pride…

…and gut feel

aren’t enough when
millions of $ are at stake…
We wanted tangible proof
6

Longest and largest study of its kind
Over 3 years
before, during, and after the Games

9Krespondents
39 brands
across all Tiers

Across the UK
7

IOC Sponsors
TOP IOC Sponsors
11 brands
London 2012 Sponsors
Tier One Sponsors
7 brands

Tier Two Sponsors
7 brands

Tier Three Sponsors
28 brands

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

Using the Olympics to achieve brand
objectives

01

1

Who we will look at today

TOP Sponsors

Tier 1 Partners Tier 2 Partners

Tier 3 and Paralympics Partners

Unofficial brands


Creating brand love among teens
around the Olympics

12

A campaign targeting youth and sustainability
built around brand engagement

SUSTAINABILITY
Reduce Carbon Footprint

MUSIC
Zero Waste Games

Leave a Social Legacy

13

We’re helping Coke brands achieve
objectives

14

15

Core to their communications strategy

16

Stories
(content, experiences, conversations)

Spread
(liquid)

Value
(linked)
17

Olympic Torch Relay

18

Stories

Spread
(liquid)

Value
(linked)
19

From one-way messages
to dynamic stories

Message Brand
conversations

Brand Brand
content experiences

20

Multiple activations
Fan photo Brand ambassadors
shoots

Events

Coke street
teams 21

Stories

Spread
(liquid)

Value
(linked)
22

Inviting fans to be part of the story

Coca-Cola Limited Edition
packaging and sampling
tour

Sampling

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


Leveraging the Olympics to restore a
damaged brand

LOCOG
Sponsorship
July 2008

Spill Date
April 2010
25

And build brand credibility

Built on sustainability Athlete endorsement spreads the message

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%

27

Other interesting take outs, so far…

02

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


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

30

Strong content and experiences
reinforcing domestic leadership

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
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

33

Success is also a result of smart
investment

Photo to find – holiday inn

34

Expensive sponsorship does not
guarantee success

Success is determined by HOW money is spent, NOT how much

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%

36

Create relevant and localized
engagement

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

38

A great strategy can work a treat

Lloyds TSB activated:
 first (first to market - began activation in 2007)
 often
 globally (Olympic Torch Relay)

With content that is engaging
and unites fans around the
Games

Garnering the highest
awareness of any Tier 1 sponsor
(20%)

39

Leverage sector exclusivity to separate
from the competition

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)

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
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

43

Does the Olympics help brands achieve
their objectives?

03


We think so
For Coca-Cola: Olympic sponsorship helped
create a life-long brand story

For BP: the rings have helped
repair poor image & perception issues

For Cadbury: Olympic sponsorship has real
impact on business results, beyond pure
image and awareness

For Holiday Inn: success is determined by
HOW money is spent, NOT how much

For Lloyds TSB: relevant & localized
engagement made an unsexy category
interesting

For Visa: the Games guarantee stand out and
exclusivity

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 have
measured the
“before”… …soon we will
measure the
“during” …

To demonstrate the real, long term effects of Olympic
sponsorship & its impact on brand objectives
46

Our Olympic client portfolio


The Havas House

Valentina to provide elements next week

48

50

Proving the Impact of Olympic Sponsorship

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