how to score with ipsos mobile applife and online research communities
TRANSCRIPT
HOW TO SCORE WITH ONLINE COMMUNITIES AND MOBILE
WHAT DID WE DO: COMMUNITY PLATFORM
+ IPSOS APP
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What did we do?
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65 MOTIVATED COMMUNITY MEMBERS DURING 3 WEEKS
40 DUTCH
SPEAKING
25 FRENCH
SPEAKING
20 WOMEN
45 MEN
ELABORATE FORUM WITH 28 WORLD CUP RELATED TOPICS
CUSTOM DESIGNED (LAY-OUT + CONTENT) , ENGAGING PLATFORM…
The Community platform was combined with the IPSOS APPLIFE
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EASY TO DOWNLOAD IN THE APPSTORE/PLAYSTORE
… CAPTURES CONTEXT& CONSUMER EXPERIENCE
… CAPTURES IN REAL TIME WHAT PEOPLE ARE DOING & EXPERIENCING BEFORE, DURING & AFTER THE GAME…
RECLAME
TIJDENS DE MATCH
Laten we even letten op de reclame voor, tijdens en na de match. Welke merken zijn de revue gepasseerd? Welke indruk geven deze merken, wat voegt het toe aan deze merken dat zij adverteren op zo’n moment?
Wat ben je aan het eten/ drinken? Welke producten en van welk merk? Wat maakt dat we voor deze producten kozen?
App Life
Wat ben je aan het eten/ drinken? Welke producten en van welk merk? Wat maakt dat we voor deze producten kozen?
TIJDENS DE MATCH
30 PARTICIPANTS (who also participated in the community)IPSOS APPLIFE – 1 WEEK
20 DUTCH
SPEAKING
10 FRENCH
SPEAKING
Open-ended questions
Participants answer with text/ photo and/or video
Moderator can probe participant responses
Participants can create their own profiles
Participants can interact with each other and with the moderator
All involved stakeholders at client side can view all activity in the app in real time
Functionalities of Ipsos AppLife
EXPLAINING THE WORLD CUP & RED DEVILS HYPE
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THE WORLD CUP & RED DEVILS ARE MORE
POPULAR THAN EVER IN OUR COUNTRY
People really want to SHOW & SHARE with the world
that they are proud and supporting the Belgium team!
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BECAUSE we had to wait 12 years to participate in the World Cup.
Now, everybody wants to be fully part of the World Cup experience.
BECAUSE our Dutch neighbors are known for their crazy support and quality football, but now, we even have the
opportunity to outclass them.
BECAUSE our Red Devils are a golden generation of talent. For the first time in decades, we have the opportunity to obtain a
good result. This is something to be proud of.
BECAUSE the international press is also aware of this unique
collection of talent. We want to show the world how good our team is.
Explaining the RED DEVILS/WC 2014 HYPE
Decorating the house
People want to SHOW & SHARE their support
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BRANDS ARE EXPECTED TO SEE THE WORLD CUP
AS AN OPPORTUNITY
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The openness for activations, merchandising and advertising during the WORLD CUP is high
It is seen as part of the whole World Cup experience and welcomed for
adding something to the general atmosphere!
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BUT knowledge of the official
sponsorships is rather low
All brands, not only the official sponsors, are welcome
to take the opportunity and use the World Cup for
marketing.
HOW TO SCORE ASA BRAND
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THE BRAND & THE EVENT
3 important dimensions for an impactful
World Cup brand campaign
3 important dimensions
WE ARE ALL PART OFTHE TEAM
THE TEAM & ME
1. BRANDS SHOW SUPPORT & INVOLVEMENT
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THE BRAND & THE EVENT
• Supporting the World Cup or Red Devils as a brand => positive image impact + brand awareness
• It is not about aiming for a quick win, it’s about a long term involvement.
• It’s about showing you want the Red Devils to be successful or embracing the emotions the World Cup stirs
Brussels Airlines flies
our team to Brazil
The Jupiler‘We are ready’
commercial
Send a postcard to Brazil to support
the Red Devils
Watch the game on a big screen
The GOGOGO Red Devil mascots
It’s not about simply adding ‘a’ gadget to your product, it’s about a gadget that is useful in showing the support
2. BRANDS HELP TO SHOW SUPPORT & INVOLVEMENT
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WE ARE ALL PART OFTHE TEAM
• People really want to show that they are supporting the Red Devils to the world
• Brands that help people to show their support to the world are appreciated.
• HOW?
• By creating campaigns/useful gadgets which facilitate people to show themselves, their family, and their friends as RED DEVIL FANS
Accessories when purchasing products of Jupiler
The ‘marcellekes’ of Carrefour
3. BRANDS THAT PROVIDE SOUVENIRS
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THE TEAM& ME
• The World Cup is something which will be remembered for a long time. It is an event to refer to/think of when the next World Cup takes place.
• Besides the gadgets that people wear or hang out, people also like brands that are able to deliver items that could serve as an
individual collector item or souvenir to personally
remember this 2014 World Cup.
The world cup hype is reflected in the media usage
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THERE IS A HIGHER FREQUENCY
IN MEDIA USAGE DURING THE WC
TV IS STILL NUMBER 1 TO EXPERIENCE THE WORLD CUP
THE USAGE OF NEW MEDIA AS INFORMATION SOURCE ALSO INTENSIFIES
TV
Higher purchase of print newspapers, especially when there is a World Cup newspaper magazine (Het Laatste Nieuws, Het
Nieuwsblad)
SOCIALMEDIA
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THERE IS A HIGHER FREQUENCY
IN MEDIA USAGE DURING THE WC
• BBC Sport website
• Sporza.be
• Official FIFA website
WCAPPS
WEBSITES
SOCIAL MEDIA
• Liking Facebook pages: l’Equipe, BBC Sports, FIFA WK 2014 page, Red Devils page
• Twitter: following Red Devils, players, sport personalities, …
Conclusions
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To score during the World Cup, a brand has to tap into the WC experience:
1. Show support & involvement with the event/team2. Help people to show their support & involvement3. Provide individual collector items/souvenirs
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During the World Cup, media usage intensifies & widens AND
there is a strong openness towards communications and activations
Brands have a wider platform and a willing audience, but strong need to stand out and differentiate
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Gadgets and special editions are able to temporary boost
sales but the impact on brand equity often remains low.
A fit between the brand & the activation/gadget is crucial to score and be remembered in
the long run.
How can the combination of the IPSOS COMMUNITY & IPSOS APPLIFE
be relevant for your research?
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• REFLECTIVE RESEARCH QUESTIONS
• DISCUSSION BETWEEN RESPONDENTS
• CAPTURING LIVE ACTIONS “IN THE MOMENT”
• SHORTER/ TO THE POINT ANSWERS
Community & Applife are complementary and
ideal in today’s hybrid research
Consumer & category understanding
Shopper & retail understanding
Optimize customer experience
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Applife can easily add ethnographic info in
different types of research
Thank you for your attention !