World Cup To 2012 Martyn Uren
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Martyn U’ren Insight Manager Martyn.u’[email protected] Key learnings from the World Cup to help win gold at the Olympics
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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.
Transcript of World Cup To 2012 Martyn Uren
Martyn U’renInsight Manager
Martyn.u’[email protected]
Key learnings from the World Cup to help win gold at the Olympics
This was not the success we had planned
Source: NI World Cup Research 2010
Objectives • 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
World Cup Line Up from NI
Football TrackerSales EffectivenessCommunications Effectiveness
‘Our Squad’
The Consumer Experience
The World Cup as a community event
“That togetherness feel, for me was a bit like Christmas. You arestriking up conversations, doing things you don’t normally
do…and when I took down all that football paraphernalia athome I felt like I was taking the Xmas decorations”
“The things I’ll remember about the World Cup were the times withmy family, that we were able to get together, despite the fact thatwe disappointed by the England team for much of it”
Source: NI World Cup Research 2010
Communications Insight
England brought everyone down
2010-06-01
2010-06-07
2010-06-13
2010-06-19
2010-06-25
2010-07-01
2010-07-07
2010-07-13
2010-07-19
2010-07-25
-10.0
-5.0
0.0
5.0
10.0
15.0
20.0
25.0Mars
Eng
v U
SA
Eng
v A
lger
ia
Eng
v Sl
oven
ia
Eng
v G
erm
any
World Cup – 11 June – 11 July 2010
Source: NI World Cup Research 2010
Identification of 4 key zones of relationship
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
‘Nike ads feel like the world cup’
Source: NI World Cup Research 2010
Works for Mums but imagery cynical with young men
Source: NI World Cup Research 2010
‘John Barnes isn’t the best advert for eating chocolate but it just works ’
Source: NI World Cup Research 2010
‘I was amazed it was in the paper the next day …’
Source: NI World Cup Research 2010
St George or 3 Lions?
• 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
The Role of media and new technology
App World Cup
Source: NI World Cup Research 2010
Recommendations for London 2012
Onto winning gold at The Olympics
Football TrackerSales EffectivenessCommunications Effectiveness
‘Our Squad’
wave one: 1,286 respondentswave two: 1,344 respondents
Fieldwork conducted by YouGov10th June – 17th June 2009
27th September – 8th October 2010
34%42%
24%
Low Average High
Commit to the event and start building
‘Buzz’ early
Increase from 18% June 2009
How Excited are you about the Olympics?
Source: NI Track and Field 2010
Are you supporting the event or one of
the fans?
Understand 2012’s key passion points
Developing British Talent
Encouraging healthy lifestyle
Source: NI Track and Field 2010On 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
Embrace multi-cultural Britain with no
millionaires
21%
52%
20%
7%
Important Unimportant Neither Don’t know
How Important will nations coming together / uniting?
Source: NI Track and Field 2010
Be flexible and reactive throughout
The Games
Source: NI Track and Field 2010
Current Feeling is mostly positive
Source: NI Track and Field 2010
Target the Olympic Mums or key
organisers
32%
32%28%
8%
Important Unimportant Neither Don’t know
How Important will getting together with friends / family?
Source: NI Track and Field 2010
Historic associations driving awareness
0 10 3020
Source: NI Track and Field 2010
Interest in key Olympic Events Oct 2010
44%
27%
22%
Source: NI Track and Field 2010
Paralympic FocusThe 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 nordisagree
4 - Disagree
5 - Strongly disagree
Source: NI Track and Field 2010
Winning Gold – Training Schedule
Future facing - a lot happens in 2 years
Fresh thinking approach
Making an event of any research
Ensure flexibility in media planning
