sponsorship tracking report phase iv - ipsos · though the 2016 olympic games are to be held in rio...

© 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.1 © 2015 Ipsos.

IPSOS CONNECT

2016.08

Sponsorship Tracking Report

Phase IV

© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.


1

2

3

Background and Objectives

Contents

Methods and Ideas

Research Findings


Olympics

Sponsorship

Effectiveness

Surveillance

Event marketing has been proved to be very effective by many enterprises, and

Olympics in particular, as the world's most famous sports event, has unmatched

marketing value either to sales or brand building and enhancement, as was

proved by Yili, Lenovo, and Coca Cola during the 2008 Beijing Olympic Games.

Though the 2016 Olympic Games are to be held in Rio de Janeiro, it will haveworldwide influence. Many Chinese enterprises sponsor Chinese OlympicCommittee and Chinese athletes to show their support to sports undertakings inChina and also to promote their own brand to a higher level.

Olympic sponsorship tracking launched by Ipsos involves multi-angle and timely

research on enterprises’ sponsorship, their marketing activities, the impact on

their brand sales and promotion.

The research will last from February to August 2016, during which accurate

surveillance will be conducted to sponsors’ online marketing campaigns.

Background


Research Design

MethodOnline survey

20 min questionnaire

Respondents

• 16-50 years old, urban

residents

• Not participated in

Olympics-related market

research

• No family members working

in the field of media, public

relations, or market research

Cities involved and sample size for each phase: 8 typical cities, 1,200

samples

1st –tier: Beijing, Shanghai, Guangzhou; 200 respectively, and 600 in total;

2nd –tier: Wuhan, Xi’an, Hangzhou, Chengdu, Shenyang; 120 respectively, 600 in

total.

1 2 3 4 5 6 7 8 9 10

1

Olympics2016.8.5-21

Paralympics2016.9.7-18

2

3

4

5

March 14 to 20

April 28 to May 3

June 24 to 30

Phases and total sample size: 6,000 in 5 phases；

July 27 to August 2


Sponsorship Cognition and Attitude

Respondent Background Information

• Sponsored cognition (first mentioned without clues,

mentioned without clues, mentioned with clues)

• Brand reputation

• Relevance to the Olympics

• Brand image (social responsibility, trustworthy, unique,

powerful, international, quality assurance)

• Brand pre-order or use

• Host place cognition and attention to the Olympics

• Olympic-related information channels and ways of

concerns (to get information and follow the games)

• Games concerned

• Gender, age

• Income, occupation

Content

Olympics Cognition and Attitude


Rio 2016 Olympic Games & Sponsors of Chinese Olympic Delegation

Competing brands

Sector Enterprises

Sports goods 361°, Anta

ITmanufacturin

gSamsung, Panasonic

Dairy products

Yili

FMCG P&G, McDonald's

Beverage Coca Cola

Automobile Bridgestone, Nissan, BMW

Network Tencent

Finance Visa

OthersHeng Yuan Xiang, Nutrilite, Cele, Joycome

Sector Competitor

Sports goods Nike, Adidas

ITmanufacturing

Lenovo, Haier, Huawei

Dairy products Mengniu

FMCG Unilever

Beverage Pepsi, Red Bull

AutomobileMichelin, Mercedes-Benz, Audi

Network Iqiyi, Sina, Sohu

Finance Unionpay


Basic Idea of Olympic Express Tracking

Effective sponsorship needs “Effective Reach” and “Positive Response”

Stimulate growth of sales /

enhance brand equity

= Effective communicationx

Sponsorship left a deep

impression in the minds of

consumers; it could attract

people's attention who then

associated it with the brand

Reach

Increase brand resonance

with consumers in the

communication;

stimulate and enhance

their desire for the brand

Response


Olympic Express, sponsorship effectiveness index SPI, to facilitate rapid understanding of Olympic marketing effect

Sponsorship effectiveness index

SPI

Sponsorship cognition

（A）

Spontaneous cognition

Voice of Sponsors

Brand confusion

Response

Brand image

(B)

Product

purchase

(C)


• As the new packaging hits the shelves, Coca Cola has launched “My Gold-Medal Fellow” and “Golden

Moment” campaigns on TV and on the Internet.

• Coca Cola maintains its upward momentum in Olympic marketing.

• Its marketing activities not only enhances the association of its brand and the Olympics, but also

considerably improves consumers’ purchase intention.

• “My Gold-Medal Fellow” that features a cute pet and the sports star has achieved good brand

cognition and association. The unique design of the ad is impressive visually, and deepens the

connection of the brand and people’s daily life, hence more emotional involvement in the brand.

• Coca’s Ice Dew Water also receives good advertising cognition. However, given the limited awareness

of the brand itself, the glory of sports stars has overshadowed, to some extent, the role of brand in

advertising communication.

Major findings of IV (1)

Coca Cola


• Yili also releases its new packaging for milk in its Olympics campaign, as well as the thematic ad, “Beenergetic, and it is your day”, on TV and the Internet.

• The marketing activity has contributed to the steady upward momentum of Yili’s overallsponsorship index.

• It not only furthers the brand reputation, but also encourages more people to purchase productsof Yili.

• The ads that star Ning Zetao and Guo Ailun are rather consistent in creative, and the scenarios aredelightful and easy to understand. Both have achieved good consumer awareness. Besides enhancingthe relevance of the brand and everyday life, the ads also encourage consumers to make better choicesin their daily lives.

• There are still some audience that mistakenly associate the ad with its competitor Mengniu.

• Of the two new spokespersons, the popularity of Ning Zetao is much higher than Guo Ailun, so the adstaring Ning Zetao has better boosted consumer interest in the brand and products.


Yili


• In late July, 361 Sport released its Olympic theme product: “Rio Glory” series training shoes. Togetherwith two thematic ads of “To Sponsor What We Love,” it officially enters its marketing campaign in RioOlympics.

• The marketing activities and natural advantages as a sports brand helped 361 Sport gain highersponsorship cognition and relevance to the Olympics prior to the opening ceremony of the latter.

• However, given the limitation of communication through advertising and offline activities, its rolein promoting brand reputation and purchase intention remain to be seen.

• Although the ads starring Sun Yang and Ning Zetao have received certain cognition, despite the limiteddelivery, the brand and product are not exposed much in both ads, and most of the audience fail torecall the right brand.

• Given the similar advertising creative and backgrounds of their spokespersons, the two ads does notgenerate the effect where 1+1>2; rather, they are confusing (the false cognition rate of Yili’s ad thatalso stars Ning Zetao is much lower).


361 Sport

Phase IV Research

Findings

Current Marketing

Effectiveness

Current Ad Performance

Attention to Rio Olympics


Prior to the opening ceremony of Rio Olympics, sponsors have gradually launched advertising around Olympics and sports on TV and the Internet


The effect of Coca Cola’s Olympic marketing continues to climb following the extensive delivery. Sponsorship effect index of Yili and 361 Sport also rise, though just slightly.

Sponsorship effect index trend

Note: The sponsorship index range is 0-100. The higher the value, the better the effect of sponsorship. Sponsorship index may be used to make comparisons between different brands and different periods.

46 46 45

48

43 42 4244

50

5355 56

30

35

40

45

50

55

60

March April June July August

361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi


Sponsorship cognition (first mentioned without clues %)

In addition to the high sponsorship cognition of Coca Cola, sponsorship cognition, without clues, of Samsung and 361 Sport also see modest growth.

Base: Respondents aware of the Rio Olympics and the brandA8a. In terms of Olympic sponsors, which brand or enterprise do you think of first? A8b. In addition to the sponsors you justmentioned do you know any other Olympic sponsors? Yes?

54 4

65

34

6

1920

2322

0

5

10

15

20

25


361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi


As for sponsorship cognition with prompt, the performance of Coca Cola, Yili and relevant sports brand has risen as compared with June.

Base: Respondents aware of the Rio Olympics and the brandA8a. In terms of Olympic sponsors, which brand or enterprise do you think of first? A8b. In addition to the sponsors you justmentioned do you know any other Olympic sponsors? Yes?A8c. Besides the brands and enterprises you just mentioned, which of the following brands or enterprises do you know are alsoOlympic sponsors?

Sponsorship cognition (repeatedly mentioned with clues %)

2826 26

29

20 20 1922

3229 30

34

5860

62 63

10

20

30

40

50

60

70


361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi


The relevance index of Coca Cola and two sports brands to the Olympics go up significantly before the opening ceremony. The relevance index of P & G and Yili to the Olympics see a certain degree of increase.

Base: Respondents aware of the Rio Olympics and the brandA9. How do you think the following brands are connected with the Olympics and the Olympic spirit? Please evaluate from 1 to 5, 5 for “Closely connected,” 4 for “Quite connected,” 3 for “Hard to say,” 2 for “Not much connected,” and 1 for “Not connected at all.”

Relevance between sponsorship brands and the Olympics

92 93 92

99

9496

90

93

8587

85 86

7876 77

79

85

8082

89

65

70

75

80

85

90

95

100


361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi

© 2015 Ipsos.18 © 2015 Ipsos.18 © 2015 Ipsos.18 © 2015 Ipsos.18 © 2015 Ipsos.Base: Respondents aware of the Rio Olympics and the brandA2. What is your overall impression of each of the following enterprise or brand? Please evaluate from 1-5, 5 means “Very good“,4 means “Quite good”, 3 means “So so”, 2 means “Bad”, 1 means “Very bad

Sponsorship brand reputation

79

7573

76

87 86 86

91

86 8784

87

50

60

70

80

90

100


361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi

The reputation of two major dairy brands sees certain increase before the Olympics, so does that of Anta.


Olympics marketing before the opening ceremony has successfully enhanced consumers’ purchase intention of Yiliand Coca Cola.

Base: Respondents aware of the Rio Olympics and the brandA6. What’s your intention like to purchase or use products or services of the following brands you know? Please evaluate from 1 to 5, 5 for “Surely purchase or use it,” 4 for “Possibly purchase or use it,” 3 for “Hard to say,” 2 for “Probably not purchase or use it” and 1 for “Of course not.”

Intention to purchase or use sponsorship brand

93

9092 93

86

83 84

87

65

70

75

80

85

90

95

100


361 Sport

Anta

Samsung

Panasonic

Yili

Mengniu

P & G

McDonald

Coca Cola

Red Bull

Audi

%

Phase IV Research

Findings

Current Marketing

Effectiveness




The overall cognition and brand association of Coca Cola and Yili’sOlympic ads are rather good. Despite the good overall cognition of Ice Dew Water and 361 Sport, their brand association is low.

5647 49

57

43 40 4033

52

38

17

46

32

175 5

0

20

40

60

80

100

Coca Cola, Sun Yang

"My Gold-Medal Fellow"

Coca Cola, Chinese

women's volleyball team

Ice Dew Water, Ye

Shiwen

Yili, Ning Zetao Yili, Guo Ailun Samsung Galaxy,

"Everybody, cheers!"

361 Sport, Sun Yang 361 Sport, Ning Zetao

Overall cognition Accurate cognition

Base: All the respondentsC11-C19. Have you seen this ad recently?C21-C29. Do you know the advertising brand?

%

Olympics ad cognition


Coca Cola: Sun Yang, “My Gold-Medal Fellow”


Coca Cola: Chinese women’s volleyball team


Ice Dew Water: Ye Shiwen


Both the two ads of Coca Cola have achieved good brand association. Despite the high cognition of spokesperson, more efforts should be made to strengthen brand communication of Ice Dew Water.

Base: Respondents having seen specific adC11-C19. Have you seen this ad recently?C21-C29. Do you know the advertising brand?

Brand association & spokesperson cognition: Coca Cola

9281

35

45

25

414

40

0%

20%

40%

60%

80%

100%

Coca Cola, Sun Yang

"My Gold-Medal

Fellow"

Coca Cola, Chinese

women's volleyball

team

Ice Dew Water, Ye

Shiwen

Don't know/Not sure Wrong brand association

Correct brand association

Brand association

56

31

64

4

18

7

4051

29

0%

20%

40%

60%

80%

100%

Coca Cola, Sun Yang

"My Gold-Medal

Fellow"

Coca Cola, Chinese

women's volleyball

team

Ice Dew Water, Ye

Shiwen



Spokesperson cognition


The ad is very informative

It enhances my knowledge of the company

The ad is easy to understand

The ad increases my purchase intention

Through the ad I know the brand meets my lifestyle

and demands

Through the ad I can see the brand is different

from others

The ad is unique and different

The ad is pleasant to see

I learn something new from the ad

After seeing the ad, I get more interested with the

brand

I am amazed by what the ad says and conveys

The ad makes a favorable impression on me

I am tired of watching this ad

Coca Cola’s“My Gold-Medal Fellow” is distinctive, delightful, and very close to consumers’ lifestyle and demands. The ad that starring Chinese women’s volleyball team furthers this pleasant feeling.

Detailed evaluation(strongly agree %)

Base: Respondents having seen specific adC31-C39. How do you agree with the following statement on the ad? (Single choice)

39

43

56

45

46

41

49

51

39

43

45

45

13

38

41

52

42

33

39

39

47

39

41

44

47

19

35

39

50

36

31

35

38

47

35

39

35

37

15

0 10 20 30 40 50 60 70

Coca Cola, Sun Yang

"My Gold-Medal

Fellow"Coca Cola, Chinese

women's volleyball

teamIce Dew Water, Ye

Shiwen


Relevantto my

daily life

Changemy

shopping habits

Make my life more interestin

g

Indispensable in

life

Influencemy

interpersonal

relations

Encourage me to make better

choices

Bringchanges

to my daily life

Becomepart of

our conversat

ion

Emotionalconnection with me

Worldwide

influence

Arouseresonance with me

“My Gold-Medal Fellow” and “Golden Moment” of Coca Cola before the opening ceremony deepens the connection of the brand and people’s daily life, hence more emotional involvement in the brand.

Influence to brand image

17

8

11 12

1

13

10

7

15 14 13

12 12 1113 12

1412 13 13

16

13

0

5

10

15

20

25

30

35

Value rise with

Coca Cola

Average rise in

value

Base: Respondents aware of the Rio Olympics and the brandA5. Here are some descriptions of brand image. Please look at each description and tell me which enterprises you think it iapproriately describes. You can choose one or more brands for each description, or none of them. (Multiple choice)

%


Yili: Ning Zetao


Yili: Guo Ailun


80 75

1616

4 9

0%

20%

40%

60%

80%

100%

Yili, Ning Zetao Yili, Guo Ailun



Both ads of Yili have achieved strong brand association, but still some respondents mistake it for Mengniu. Of the two spokespersons, the popularity of Guo Ailun is a little lower.

Base: Respondents having seen specific adC11-C19. Have you seen this ad recently?C21-C29. Do you know the advertising brand?

Brand association & spokesperson cognition: Yili

Brand association

61

32

3

22

3646

0%

20%

40%

60%

80%

100%

Yili, Ning Zetao Yili, Guo Ailun




Yi

Jianlian

14%

Mengni

u 16%







and demands


from others





brand




The ads that star Ning Zetao and Guo Ailun are rather consistent in creative, delightful and easy to understand. The one with NingZetao has better boosted consumer interest in the brand and products.



38

39

51

46

42

37

40

45

40

38

37

42

11

38

40

52

45

44

39

39

47

34

46

42

40

16

0 10 20 30 40 50 60 70

Yili, Ning Zetao

Yili, Guo Ailun


Relevantto my

daily life

Changemy

shopping habits


g

Indispensable in

life

Influencemy

interpersonal

relations


choices

Bringchanges

to my daily life

Becomepart of

our conversat

ion


Worldwide

influence


Besides enhancing the relevance of the brand and people’s everyday life, Yili’s two ads of “Be energetic, and it is your day” also encourage consumers to make better choices in their daily lives.


20

12

0

11

6

15

75

13 13

9

12 12 1113 12

1412 13 13

16

13

0

5

10

15

20

25

30

35

Value rise

with Yili

Average rise

in value


%


361 Sport: Sun Yang


361 Sport: Ning Zetao


12 14

16 10

72 76

0%

20%

40%

60%

80%

100%




Anta 3%

Adidas 3%

Coca Cola 3%

The two ads of 361 Sport pays more attention to the spokesperson. The low exposure of the brand largely affects brand association. Moreover, the overall cognition of Sun Yang is higher than NingZetao.

Base: respondents having seen specific adC11-C19. Have you seen this ad recently?C21-C29. Do you know the advertising brand?

Brand association & spokesperson cognition: 361 Sport

Brand association

5738

1434

29 28

0%

20%

40%

60%

80%

100%





Sun Yang

30%

Yili

8%

Ning Zetao

11%







and demands


from others





brand




Despite the similar ad creative, the ad starring Ning Zetao is more delightful to the audience.



39

39

50

38

35

37

48

41

43

45

35

48

14

39

40

51

40

37

34

43

50

38

44

39

44

14

0 10 20 30 40 50 60 70

361 Sport, Sun Yang

361 Sport, Ning

Zetao


Relevantto my

daily life

Changemy

shopping habits


g

Indispensable in

life

Influencemy

interpersonal

relations


choices

Bringchanges

to my daily life

Becomepart of

our conversat

ion


Worldwide

influence


The effective dissemination of the two ads of 361 Sport is limited, and instead of making the athletes the center, it should further the influence of its brand image.


9 10 9

5

9

68

10 9 97

12 12 1113 12

1412 13 13

16

13

0

5

10

15

20

25

30

35

Value rise with

361 Sport

Average rise in

value


%

Phase IV Research

Findings

Current Marketing

Effectiveness




There is finally considerable increase in respondents that can correctly tell the host city of the Olympic Games.

Base: all the respondents（1834）S7. Do you know which of the following cities is the host city of 2016 Olympics?

Cognition trend of host cities of the Olympics

65% 75% 74%Rio de Janeiro

% March April June July

London 9 6 7 4

Beijing 5 3 3 2

Sydney 4 3 4 2

Melbourne 3 3 3

Don’t know 14 10 10 5

86%


Despite the significant rise in cognition of the host city of the Olympic Games, there is no evident increase in public awareness of the Olympics as compared with the previous months.

Base: Respondents aware of the Rio OlympicsA7. How do you concern yourself with the 2016 Olympic Games in Rio? Please evaluate from 1 to 5, 1 for "Not care about it at all," and 5 for “Very much concerned about it."

Attention to 2016 Rio Olympics

78% June

Much + quite

concerned%

March April June July

Male 82 80 79 79

Female 75 77 77 75

Aged 15-25 75 75 69 76

Aged 26-35 82 82 83 78

Aged 36-45 78 78 76 73

Aged 46-50 79 75 79 8077% July

78% April

79% March

sponsorship tracking report phase iv - ipsos · though the 2016 olympic games are to be held in rio...

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