How to score with Ipsos mobile Applife and Online research communities

HOW TO SCORE WITH ONLINE COMMUNITIES AND MOBILE

WHAT DID WE DO: COMMUNITY PLATFORM

+ IPSOS APP

2

What did we do?

3

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

4

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

6

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!

8

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

9

BRANDS ARE EXPECTED TO SEE THE WORLD CUP

AS AN OPPORTUNITY

10

11

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!

12

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

13

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

15

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

16

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

17

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

18

19

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

PRINT

20

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

21

22

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

23

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

24

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?

25

26

• 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

27

Applife can easily add ethnographic info in

different types of research

Thank you for your attention !