Adidas World Cup Campaign Media Efficiency Study UK & Spain, July 2010
Background and Objectives The adidas World Cup ‘Quest’ campaign ran for the duration of the World Cup in 15 markets across Online, Print, TV and OOH channels. It was kick started on June 11th, the opening day of the World Cup, with a one day YouTube masthead campaign as well as heavy presence across core social network environments. The key objectives for the campaign were to ‘win the World Cup’ in core digital channels that were heavily consumed by the target audience and to become the most talked about sports brand of the 2010 World Cup.
This research study was conducted in the UK and Spain by MetrixLab to understand the effect of the masthead and how it impacted upon people’s perception of adidas and its association with the World Cup.
Methodology
Step 1 MetrixLab cookies are dropped and updated every time adidas masthead appears on YouTube homepage.
Sample Size UK 458 Unexposed, 388 Exposed Sample Size Spain 564 Unexposed, 370 Exposed
Step 2 During the campaign, a random sample is drawn from the visitor population of the sites where the campaign is running.
Step 3 When a questionnaire is later completed, the survey software checks for presence of cookies. In analysis, the results are compared for exposed vs. unexposed respondents
UK Results
The YouTube campaign had strong cut-through •
Those exposed to the campaign on YouTube had strong recall of seeing the campaign there – YouTube had good cut through despite a strong multimedia campaign Advertising media recall Unexposed to YouTube (458)
Exposed to YouTube (388)
82% 74% 65%
67%
53%
52%
47% 42%
24% 13%
TV
Internet
YouTube
10% Outdoor
Significant increase (95%) Q: Please indicate in which media you have seen, heard or read advertising for adidas. UK results only
In store
9%
Not seen any
The masthead on YouTube delivered excellent recognition for the adidas campaign, nearly double the MetrixLab benchmark Ad recognition (Exposed respondents)
No, 16%
Maybe, 21% Yes, 63%
Recognition is significantly higher than MetrixLab benchmark of 35%
UK results only
And it significantly increased the association of adidas with the World Cup Top of mind and spontaneous association Unexposed (458)
Exposed (388)
52%
41%
21%
8% Top of Mind Association: adidas
Significant increase (95%) Q: When you think of the World Cup which brands come to mind? Top of Mind Association: First mention, Spontaneous Awareness: All mentions, UK results only
Spontaneous Association: adidas
The masthead also drove positive brand image association adidas brand image association Unexposed (458)
86%
Exposed (388)
85%
85%
81%
80%
79%
65% 56%
This is a current brand
This is a brand used by World Cup stars
Significant increase (95%) Sort top 2 (Agree, Completely Agree), UK results only
This is an innovative brand
This brand is linked to the World Cup
Actual YouTube search volumes demonstrate a huge increase in brand searches at the time of the homepage takeover •
According to Nielsen analysis, those exposed to the campaign conducted 93% more searches on the World Cup and Adidas on Google and other search engines than those who did not see the campaign
YouTube Search Query Volume Keyword: adidas, Country: UK Adidas Masthead Campaign & World Cup Opening Day
Champions League Final
Source: Google Internal Data
7/24/2010
7/17/2010
7/10/2010
7/3/2010
6/26/2010
6/19/2010
6/12/2010
6/5/2010
5/29/2010
5/22/2010
600
5/15/2010
5/8/2010
5/1/2010
4/24/2010
4/17/2010
4/10/2010
4/3/2010
3/27/2010
3/20/2010
3/13/2010
3/6/2010
2/27/2010
2/20/2010
2/13/2010
2/6/2010
1/30/2010
1/23/2010
1/16/2010
1/9/2010
1/2/2010
Buzz around Adidas was at its highest point two days after the YouTube homepage takeover
Period: Jan-Jun 2010
Weekly number of messages YouTube HPTO
500
400
300
200
100
0
adidas
Source: Nielsen BuzzMetrics
Spain Results
The YouTube campaign had strong cut through •
Those exposed to the campaign on YouTube had strong recall of seeing the campaign there – YouTube had good cut through despite a strong multimedia campaign Advertising media recall Unexposed to YouTube (564)
Exposed to YouTube (370)
91%
89%
78%
78% 66% 56%
68%
57%
23% 5%
11%
TV
Internet
YouTube
Outdoor
Significant increase (95%) Q: Please indicate in which media you have seen, heard or read advertising for adidas. ES results only
In store
3%
Not seen any
The masthead on YouTube delivered excellent recognition for the adidas campaign, nearly double the MetrixLab benchmark Ad recognition Exposed respondents
No, 18%
Maybe, 17% Yes, 65%
Recognition is significantly higher than MetrixLab benchmark of 35% ES results only
And it significantly increased the association of adidas with the World Cup Top of mind and spontaneous association Unexposed (564)
Exposed (370)
68% 59%
35% 25%
Top of Mind Association: adidas
Significant increase (95%) Q: When you think of the World Cup which brands come to mind? Top of Mind Association: First mention / Spontaneous Awareness: All mentions, ES results only
Spontaneous Association: adidas
The masthead also drove positive brand image association adidas brand image association Unexposed (564)
Exposed (370)
91% 83%
87%
86%
84%
87%
83% 78%
This is a current brand
This is a brand used by World Cup stars
Significant increase (95%) Sort top 2 (Agree, Completely Agree), ES results only
This is an innovative brand
This brand is linked to the World Cup
In Spain, masthead exposure boosts awareness of the F50i product Product awareness Unexposed (564)
Exposed (370)
74% 69%
44% 38%
adidas F50i: Awareness (Top 2)
Significant increase (90%) Significant increase (95%) Q: Which of the following best describes how familiar you are with each of these brands of football boot? Familiar know it well / Only know it by name / Never heard of it, ES results only
Product familiarity - adidas F50i (Top box)
Actual YouTube search volumes demonstrate an increase in brand searches at the time of the homepage takeover YouTube Search Query Volume Keyword: adidas, Country: ES Champions League Final Adidas Masthead Campaign & World Cup Opening Day
Source: Google Internal Data
