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.
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
4.
5.
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
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
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
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
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
Hinweis der Redaktion
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