Challenge 2. Tactical sponsor/sales driven 2. Tactical sponsor/sales driven 1. Exposure/awareness 1. Exposure/awareness 4. Target Mkt needs 4. Target Mkt needs 5. Community inv 5. Community inv 3. Integration/ brand needs 3. Integration/ brand needs I n v o l v e m e n t Reach We wanted to drive it here to maximise consumer involvement • Our primary challenge was to take the existing event sponsorship agreement (“Optus Presents…”) and increase the association with P!nk across various channels, providing a greater depth of involvement with our target audience (and thereby increasing their disposition towards Optus Prepaid Mobile) The P!nk/Optus sponsorship already delivered here
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We wanted to drive it here to maximise consumer involvement
• Our primary challenge was to take the existing event sponsorship agreement (“Optus Presents…”) and increase the association with P!nk across various channels, providing a greater depth of involvement with our target audience (and thereby increasing their disposition towards Optus Prepaid Mobile)
The P!nk/Optus sponsorship already delivered here
Consumer Insights
Source: Roy Morgan: June, 2008
• We identified the importance of the mobile phone for our youth target audience via media consumption and correlation analysis of key agreed statements (see appendix)
• The phone has more status than merely an inanimate tool. It’s essential to our target audience’s social lives, and also gives them control and independence
• We would have to give our target audience something of value for them to consider the Optus brand as their mobile phone provider
– Reward them with exclusive content and opportunities– The ultimate reward…a chance to meet P!nk
REWARDS & RECOGNITION FOSTERS
ACQUISITION & RETENTION
Innovative Strategy
MPG hoped to:
– Deliver mass awareness of the pre-paid product message and the brand association with P!nk’s Funhouse tour.
– Create strong integration in all P!nk media activity to strengthen Optus’ association with the star
– Deliver unique content and engage the target audience
Innovation in both traditional and non-traditional channels (Maximise opportunities for ‘media first’ executions!)
Provide genuine ‘added value’ to our target audience
Create experiences for our target market and invite them to get close to P!nk and be a part of the ‘Funhouse’!
Project FunhouseCreative Media Examples
Australian ‘Media First’ : We took over Australia’s foremost music TV channel and coloured it P!nk
The Channel [P!nk] takeover took place on June 6th for the entire day to coincide with P!nk’s first Sydney show on the tour.
The takeover consisted of:Total re-branding of Channel [V] on-air and online to Channel P!nk.Optus road-blocked sponsorship of Channel P!nk (no other advertising across on-air and online).Optus TVCs, billboards, promotional spots, online branded page, e-card and newsletter
On Friday 5th June, the Today Network dedicated an entire day to P!nk.
Optus were credited on-air right across the day to celebrate this P!nk Day.This was also reflected online, with a national, big impact buyout of the homepage across the Today Network websites
Australian ‘Media First’ : We also took over Australia’s highest rating radio network!
Australian ‘Media First’ : We created a National digital radio station dedicated to P!nk which was heavily promoted across the Today Network
We achieved significant editorial support backed
up with premium ad placement in key
magazines and online
Social media, IM and email sites helped us optimise reach of our
target audience
Melbourne, Federation Square Live Radio event
included use of Optus’ landmark billboard
MPG worked closely with Regional Media Works to develop an Optus dedicated two hour music show, P!nk TV, which aired on Friday 12th June from 8.30pm to 10.30pm.
It aired in the following regional areas:Northern and Southern NSW
Queensland
Victoria
South Australia
This special was wrapped in Optus branding and included:Music clips from P!nk
Exclusive P!nk interview footage
Material from her husband Carey Hart
Promotion element giving away tickets to her Funhouse concert
Heavy Optus association was delivered throughout the weeks leading up to the show and within P!nk TV itself:
Extensive 15sec pre-promotes, program associations, pull-throughs and 30sec commercials.
P!nk TV was promoted heavily on Regional channels, as well as on 40 hit regional radio stations around the country!
Australian ‘Media First’ : We even made our own TV show
Excellent awareness results were achieved!
Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment
versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)
Prepaid mobile activations saw a significant boost over the period of the campaign (+ acquisition) and a corresponding dip in churn (+ retention)
Gross acquisitions began trending up over the campaign period
Significant added value was delivered over and above the client’s financial investmentNet media spend: $3,902,061Net media value: $6,496,538
See appendix for graphs.
Accountability & Value
Appendix: Accountability and Value
Source: Optus Sales data, Aug 09
• Huge dip in churn following key ATL media period
• Corresponding Nett activations increase
• Actual gross acquisitions trending up
-30,000
-20,000
-10,000
0
10,000
20,000
30,000
40,000
50,000
60,000
3/0
4/2
009
10/0
4/2
009
17/0
4/2
009
24/0
4/2
009
1/0
5/2
009
8/0
5/2
009
15/0
5/2
009
22/0
5/2
009
29/0
5/2
009
5/0
6/2
009
12/0
6/2
009
19/0
6/2
009
26/0
6/2
009
3/0
7/2
009
10/0
7/2
009
17/0
7/2
009
24/0
7/2
009
31/0
7/2
009
7/0
8/2
009
Actual GA AOP Churn Net NA AOP
ATL hard launch & major activitySoft launch
Accountability & Value
Prepaid Mobile Account Activations
15
Essendon Bombers
Junior Soccer Australia
Junior Tennis
Kids Help Line
Lifeline Australia
NRL
P!nk Funhouse Tour
Port Adelaide Power
Reach Out
Rihanna Tour
So You Think You Can Dance
Socceroos
Starlight Children’s Foundation
Sydney Swans
Talk To Your Kids
V8 Car Racing Series
V Festival
World Wildlife Fund (WWF)
Base: All respondents n=899
Accountability & Value
Telecommunications Sponsorship Association (April – July 2009)
• Excellent results!
•Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)
Total Added Value
MPG negotiated $2,340,087 worth of Added Value against main media schedule bookings!
This represents 90% of the main media plan spend!
This was achieved through rate negotiations and no charge bonus placement.
Overall, $3,902,261 was spent on Funhouse media activity.
From this, MPG was able to negotiate a huge $2,594,277 worth of Added Value!
Appendix: Target Audience Analysis
0
25
50
75
100
Press Mags TV Radio Internet Cinema Outdoor
All People Pre-Paid 18-24
Media Consumption
Target Audience Attitudes & Lifestyle
Media Specifics
Source: Roy Morgan June 2008
%
Mostly single males & females.Live predominantly on the Eastern Seaboard with their parents or in a share house.Studying and working part-time, earning less than $29k.
Heavy
Light
Medium
None
Pre-Paid 18-24 Target Snapshot
Live for the now - want to try everythingImage conscious, success driven – both personal & professionalMedia savvyMobile & Internet = Social Lifeline
High propensity in online. Medium to high propensity in magazines, cinema & outdoor.Listen to a few hours of radio each day.
0
25
50
75
100
Press Mags TV Radio Internet Cinema Outdoor
All People Pre-Paid 25-34
Media Consumption
Target Audience Attitudes & Lifestyle
Media Specifics
Source: Roy Morgan June 2008
%
Living on the Eastern Seaboard in a shared house or with partner and kids if they have any.
Working full time or looking after the home.
Heavy
Light
Medium
None
Pre-Paid 25-34 Target Snapshot
High propensity in online. Medium to high propensity in magazines, & outdoor.Listen to a few hours of radio each day.
Work / life balance is important.
Mobile & internet are tools for daily life.
Enjoys shopping but more budget conscious these days.