World Cup To 2012 Martyn Uren
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Utilising all of the key findings from the World Cup to aid consumer understanding for the forthcoming 2012 London Olympics, NI are publishing a series of key learning\'s than can help clients win gold with regards to media planning.
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World Cup To 2012 Martyn Uren
- 2. Source: NI World Cup Research 2010
- 3. • Investigate the key passion points • The combination of new media and traditional • Understanding the different World Cup branded campaigns • Provide a series of key learnings for the Olympics
- 6. “That togetherness feel, for me was a bit like Christmas. You are striking up conversations, doing things you don’t normally do…and when I took down all that football paraphernalia at home I felt like I was taking the Xmas decorations” “The things I’ll remember about the World Cup were the times with my family, that we were able to get together, despite the fact that we disappointed by the England team for much of it” Source: NI World Cup Research 2010
- 8. -10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 Mars EngvUSA EngvAlgeria EngvSlovenia EngvGermany World Cup – 11 June – 11 July 2010 Source: NI World Cup Research 2010
- 9. 1) Brands who have a direct relationship in the game 2) Brands who have earned the right to be part of the game 3) Brands that act as fans and share passions 4) Brands that are topical and get the mood correct Source: NI World Cup Research 2010
- 10. Source: NI World Cup Research 2010
- 11. Source: NI World Cup Research 2010
- 12. Source: NI World Cup Research 2010
- 13. Source: NI World Cup Research 2010
- 14. • Positive reactions before the world cup suggested the use of either was positive before hand but St Georges flag has remained - example Mars 0 10 20 30 40 50 60 70 80 I Like It Means nothing to me Hate it St George Pre WC St George Post WC 3 Lions Pre 3 Lions Post Source: NI World Cup Research 2010
- 16. Source: NI World Cup Research 2010
- 18. wave one: 1,286 respondents wave two: 1,344 respondents Fieldwork conducted by YouGov 10th June – 17th June 2009 27th September – 8th October 2010
- 19. 34% 42% 24% Low Average High Increase from 18% June 2009 How Excited are you about the Olympics? Source: NI Track and Field 2010
- 21. Developing British Talent Encouraging healthy lifestyle Source: NI Track and Field 2010 On a scale of 1 to 5, where 1 is very important and 5 is not at all important, please tell us how important each to these are to you when it comes to how you view the 2012 Olympics/Paralymics Ensuring a positive legacy
- 22. 21% 52% 20% 7% Important Unimportant Neither Don’t know How Important will nations coming together / uniting? Source: NI Track and Field 2010
- 23. Source: NI Track and Field 2010
- 24. Source: NI Track and Field 2010
- 25. 32% 32% 28% 8% Important Unimportant Neither Don’t know How Important will getting together with friends / family? Source: NI Track and Field 2010
- 26. 0 10 3020 Source: NI Track and Field 2010
- 27. 44% 27% 22% Source: NI Track and Field 2010
- 28. The Paralympics is an essential part of the overall 2012 Olympics Games 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 - Strongly agree 2 - Agree 3 - Neither agree nor disagree 4 - Disagree 5 - Strongly disagree Source: NI Track and Field 2010
- 29. Future facing - a lot happens in 2 years Fresh thinking approach Making an event of any research Ensure flexibility in media planning
Notas del editor
- Football tracker November and then pre world cup Mars Effectiveness – waiting the results Sales effectiveness – looking at bran metric shifts using NI Panels Utilise the key findings from the qual project Cross reference the key themes with existing projects Aim to provide communications insight for the Olympics
- Family engagement – The Mum as the key event organiser Not as cynical as expected Key brands that engaged with the process were at the heart of the event (insert clip about the fun of the event)
- Using our You Gov panel we can ascertain the Buzz on certain brands across the world cup As expected the dip post England's early exit affected all brands who have associated themselves with the World Cup
- Existing media repertoires stretch to embrace additional sources Tempting extras - wall charts, pictures, specialist access & knowledge Social networking a key factor - ‘virtual’ offers a new shared experience Speeding up the sharing of rumour & gossip (the Gerrard ‘scandal’) Technology waiting to be explored - apps to discover, share & show-off Screen media with more control & access - BBC iplayer, Sky on mobile phones Choosing the commentary - mixing the media (radio & TV)
- Views of Our Squad Idealistic, Amateur, Individual Endeavour Patriotic not Nationalistic Antipathy of money/celebrity culture Athletes as unknowns leave as heroes Usain Bolt, Chris Hoy - sacrifices to succeed Open to all Paralympics British event - escapes home Nation rivalries Invites different relationships Football is a big money for big money brands Olympics represents something more special “We are the hosts on show to the World - we have to get it right!”
- Understand the role your brand can play in the event and avoid ‘bandwagon badging’ Commit to the event and start early Embrace the multi-cultural Britain and ‘no millionaires’ sentiment Target the household organiser Be flexible Utilise multimedia as assume increased adoption
- The reaction to tactical advertsing