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.

1. CASE STUDY:
Understanding the Emotional
Impact of evian’s Sponsorship
of Wimbledon
Ed Macdonald, Danone Waters
Christine Daley, Ipsos ASI

2. There are new ways to see people’s experiences….
2
Edinburgh: 6th July @ 17.49
www.youtube.com/watch?v=ubYuQ4M-KXE

3. OVERVIEW OF THE PRESENTATION
•Why mobile?
•What did we find out?
•Did the campaign and the research
deliver?
3

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. 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. 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. TV/Cinema
Online
Baby &Me App ‘Wimbledon Wiggle’
Campaign
www.youtube.com/watch?v=pfxB5ut-KTs

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. TV/Cinema
Online
Press
Baby &Me App
Brand
Ambassadors
‘Wimbledon Wiggle’
Campaign
Outdoor

10. PR…When Jonathan Ross met Maria Sharapova..
Press
Outdoor

11. TV/Cinema
Online
In-Store
Press
Baby &Me App
On court
Brand
Ambassadors
‘Wimbledon Wiggle’
Campaign
bespoke packs
Outdoor

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
Overview of
Approach

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. 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. 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. 19
The competitive set

18. 20
Was Brand Shout data
able to reflect the
campaign plan?

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. 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. 23
Key national touch
points – TV and
shopper

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. ...78% of those
who saw evian
on TV, saw the
brand
sponsoring
Wimbledon
25

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. 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. 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. 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. 30
Was the 360°
campaign activated as
planned in London?

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. ...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. 34
What drove
consumer
conversation?

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. 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. 37
So… do we consider
the campaign
effective?

35. 38
Despite
Sharapova
crashing out in
the second
round of
Wimbledon...

36. 39
... a record
breaking 17.3
million tuned
in to watch
Murray
victory in the
Men’s final.
39

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. 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. 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. 43
What are the
implications for the
brand?

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.

42. BRAND RESULTS
WIMBLEDON AWARENESS
DRIVES
+75% UPLIFT IN ‘Youth’
IMAGERY
Source: Kantar Compete/Nielsen Scantrack 10 we 27.07.13 vs prev year/GFK Brand Tracking 2013
HIGHEST EVER TOP OF
MIND AWARENESS FOR
EVIAN
HIGHEST EVER ONLINE SHOPPING
VISITATION AND CONVERSION IN
TESCO
CATEGORY SALES :
+24%
EVIAN MKT SHARE:
+1.2pts to 25.6pts

43. THANK YOU
• Ed Macdonald
• Ed.macdonald@danone.com
• Christine Daley
• Christine.daley@ipsos.com