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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.
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CASE STUDY:
Understanding the Emotional
Impact of evian’s Sponsorship
of Wimbledon
Ed Macdonald, Danone Waters
Christine Daley, Ipsos ASI
There are new ways to see people’s experiences….
2
Edinburgh: 6th July @ 17.49
www.youtube.com/watch?v=ubYuQ4M-KXE
OVERVIEW OF THE PRESENTATION
•Why mobile?
•What did we find out?
•Did the campaign and the research deliver?
3
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
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.”
Media Plan
LO
ND
ON
Wim
ble
do
n Press
Outdoor
Digital
April May June July
1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22
NA
TIO
NA
L
Bab
y &
Me TV
Cinema
Digital
6
Ed: do you want to include the spend? Maybe just the total?
TV/Cinema
Online Baby &Me App ‘Wimbledon Wiggle’
Campaign
www.youtube.com/watch?v=pfxB5ut-KTs
Adding viral content. Have you got your wiggle on yet??
The marketing team Wiggle! Jonathan Ross and Maria Sharapova
get their wiggle on…
TV/Cinema
Online
Press
Baby &Me App
Brand Ambassadors
‘Wimbledon Wiggle’
Campaign
Outdoor
PR…When Jonathan Ross met Maria Sharapova..
Press
Outdoor
TV/Cinema
Online
In-Store
Press
Baby &Me App
On court
Brand Ambassadors
‘Wimbledon Wiggle’
Campaign
bespoke packs
Outdoor
12
Why mobile to measure evian’s sponsorship of Wimbledon?
A new viewpoint
Explores word of mouth
On the go/in the moment
13
Overview of Approach
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?
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
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
19
The competitive set
20
Was Brand Shout data able to reflect the campaign plan?
12
37
9
25
6
11 18
41 8
14
6
12
evian dominated share of experiences both within and outside of London.
21 Q2. 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
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%
We didn’t do the billboard outside, media campaign was different, but in store is key consistent TV
23
Key national touch points – TV and
shopper
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.
24 Q3. Where did you see or hear about this brand? Base: All respondents mentioning evian (421)
Share of experiences by touchpoint - evian Nationally exc. London
...78% of those who saw evian on TV, saw the brand sponsoring Wimbledon
25
26 Q4. 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
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
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
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.
29
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
2 Product on shelf
In the chiller/fridges in the store
Special display (Gondola or Till)
Restaurant/cafe/hotel
30
Was the 360° campaign activated as
planned in London?
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...
31 Q3. 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
...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
34
What drove consumer
conversation?
Within London, conversations about the brand were increased, coming from the 360°approach.
35 Q2/3. 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
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
37
So… do we consider the campaign
effective?
38
Despite Sharapova crashing out in the second round of Wimbledon...
39
... a record breaking 17.3 million tuned in to watch Murray victory in the Men’s final.
39
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
Effe
ct o
n P
urc
has
e In
ten
t (T
op
Bo
x %
)
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
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 Recognise the brand buts
0
20
40
60
80
100
Is a brand I feelclose to
Is extremelypure
Helps me feelyouthful
Is worth payingfor
Is an iconicbrand
Is good for myhealth
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 feelclose to
Is extremelypure
Helps me feelyouthful
Is worth payingfor
Is an iconicbrand
Is good for myhealth
London
Brand equty
43
What are the implications for the
brand?
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.
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
