Proving the Impact of Olympic Sponsorship

© Havas Sports & Entertainment

June 21st, 2012

Proving the impact of Olympic sponsorship:our initial findings

Lucien BoyerGlobal President & CEOHavas Sports & Entertainment


A bit of contextThere exists little quantifiable research on the

real effects of Olympic sponsorship and if it achieves brand objectives

We set out to change this fact for one very simple reason…

© Havas Sports & Entertainment3

…we wanted to provide brands with hard evidence to ultimately help them make fact-based decisions when

considering Olympic sponsorship in the future


1908 Odal mouthwash

Olympic print ad

Because although we know Olympic sponsorship works and has for decades…


…and brands/fans believe in the power of the Rings


National Pride…

…and gut feel

aren’t enough when millions of $ are at stake…

We wanted tangible proof


before, during, and after the Games

Across the UK

9Krespondents

39 brands across all Tiers

Longest and largest study of its kind

Over 3 years


TOP IOC Sponsors11 brands

Tier One Sponsors7 brands

Tier Two Sponsors7 brands

Tier Three Sponsors28 brands

IOC Sponsors

London 2012 Sponsors


Our aim? Shift the needle from simple awareness to true brand engagement

Sponsorship Awareness

Increased Brand Awareness

Improved Brand Image

Stronger Purchase Intent

Increased Sales

Don’t only look at…

…but also

Increased Brand Advocacy

…and ultimately brand engagement which results in true fans


01

Using the Olympics to achieve brand objectives

10


Who we will look at today

TOP Sponsors

Unofficial brands

Tier 1 Partners Tier 2 Partners

Tier 3 and Paralympics Partners


Creating brand love among teens around the Olympics


Reduce Carbon Footprint

MU

SICSU

STAI

NAB

ILIT

Y

Zero Waste Games

Leave a Social Legacy

A campaign targeting youth and sustainability built around brand engagement


We’re helping Coke brands achieve objectives



Core to their communications strategy


Stories(content, experiences, conversations)

Spread(liquid)

Value(linked)


Olympic Torch Relay



Spread(liquid)

Value(linked)


From one-way messages to dynamic stories

Message Brand conversations

Brand experiences

Brand content


Multiple activationsFan photo shoots

Coke street teams

Brand ambassadors

Events



Spread(liquid)

Value(linked)


Inviting fans to be part of the story

Coca-Cola Limited Edition packaging and sampling tour

Sampling


coca

teamplayfun

bestronsonstarted

brandcokegames

lovepeople

colagoodgreatolympicfree

2012campaign

marketing

world

inspire

music move

beat

energy

pass

ion

Using storytelling to appeal to youth and build brand love

Coca-Cola is the 2nd most recognized sponsor of the Olympic Games across the U.K. (behind McDonalds), but…

…1st among youth

Coca-Cola has increased sponsorship awareness among youth by 37% in 12 months


Leveraging the Olympics to restore a damaged brand

LOCOG Sponsorship July 2008

Spill Date April 2010


And build brand credibility

Built on sustainability Athlete endorsement spreads the message


BP’s image is substantially more positive amongst those aware of their Olympic sponsorship

As sponsorship awareness improves, so does BP’s reputation

Committed to improvement

Environmentally responsible

Caring

Community focused

45%

23%

21%

20%

Aware of BP sponsorship

Unaware of BP sponsorship

*April 2012

20%

13%

11%

10%


02

Other interesting take outs, so far…

28


Good vibrations across the UK

29

“Hosting the Olympic Games is a great thing for the country as a whole”

“I am really proud that London has been chosen to host the Olympic Games”

London55% London

47%

United Kingdom

54%United

Kingdom 44%


Games are better as a direct consequence of sponsors’ contribution

Sponsors have a positive impact on society

Games are run more for the benefit of the sponsors than of true sports fans

Domestic fans have a positive view of Olympic sponsors

30

40%

29%

32%


Strong content and experiences reinforcing domestic leadership


• Got in early

• Launched waves of activation based around “fun” while maintaining steady awareness e.g. Spots & Stripes

• Integrated engagement platform including experiential, digital (SoMe) and PR

• Differentiated ambassadors

• Product centric approach

Helping Cadbury outperform the competition

Click icon to add picture


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And benefit from a shared passion with fans

What is your favorite brand of confectionery?

60%

75%Aware of Cadbury sponsorship

Unaware of Cadbury sponsorship


Photo to find – holiday inn

Success is also a result of smart investment


Success is determined by HOW money is spent, NOT how much

Expensive sponsorship does not guarantee success

35

TOP£6.25M

TIER 3

app. £3M


Although a TOP sponsor for 28 years, Panasonic is more aligned with Tier 2 and Tier 3 sponsors

Panasonic is less recognized despite TOP sponsor status

20%

15%

10%

5%

0%

% a

war

enes

s

TIER ONE RANGE

TIER TWORANGE

TIER THREERANGE

8.4%

10.7%


Create relevant and localized engagement


Engagement is key, not a nice to have

is a bank

Banks have a lot harder time engaging fans than other sexier, more exciting sponsors


Lloyds TSB activated: first (first to market - began activation in 2007) often globally (Olympic Torch Relay)

With content that is engaging and unites fans around the Games

Garnering the highest awareness of any Tier 1 sponsor (20%)

A great strategy can work a treatClick icon to add picture


39


Leverage sector exclusivity to separate from the competition


Visa and MasterCard offer a similar service yet Visa differentiates itself through its sponsorship

Visa differentiates through sector exclusivity

Before Olympic tickets went on sale (March 2011)

Which of these brands

are you aware is an Olympic

Sponsor ?


Visa and MasterCard offer a similar service yet Visa differentiates itself through its sponsorship

• 20% more likely to agree that Visa is accepted pretty much everywhere, and,

• 16% more likely to agree that Visa is the only card you need

Sector exclusivity can block competitors from stealing the spotlight

Before Olympic tickets went on sale (March 2011)

After Olympic tickets went on sale(December 2011)

Which of these brands

are you aware is an Olympic

Sponsor ?

+91%

+16%


Identify an area of passion & legitimacy that only your brand can own• Fans recognize when you’re being fake or untrue to your promise

Move from simple awareness to real storytelling• Continually drive fan engagement and relevance

Be inclusive and inspiring• from the inside out

Go the distance, and your fans will go with you• Demonstrate your commitment to what they love, and create life long relationship

Food for thought: tips to maximize Olympic sponsorship activation

43


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Does the Olympics help brands achieve their objectives?


We think soFor Coca-Cola: Olympic sponsorship helped create a life-long brand story

For BP: the rings have helped repair poor image & perception issues

For Cadbury: Olympic sponsorship has real impact on business results, beyond pure image and awareness

For Holiday Inn: success is determined by HOW money is spent, NOT how much

For Lloyds TSB: relevant & localized engagement made an unsexy category interesting

For Visa: the Games guarantee stand out and exclusivity


We set out to measure the impact of the Olympics on sponsor objectives

But we’re not done

So far we have measured the

“before”…

…and finish with the

“after”

…soon we will measure the

“during” …

To demonstrate the real, long term effects of Olympic sponsorship & its impact on brand objectives


Our Olympic client portfolio


Valentina to provide elements next week

The Havas House



Business

Proving the Impact of Olympic Sponsorship