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As this summer fades away our clients have been asking us to turn our attention towards future summers – particularly those in 2010 and 2012 as they begin planning for the World Cup in South Africa and the Olympics in London. Sponsors, agencies, and even broadcasters are planning their marketing further and further ahead for the these mammoth sporting jamborees as, despite the financial  pressures of the recession, they aim to maximise the value of their ever more expensive rights.

If you would like any further information on the issues explored below or on Insight services in general don’t hesitate to contact us at mail@xtremeinsight.net 

Understand > Inspire > Direct


 

Olympics - Twelve Trends For 2012
 
 

Following on from last year’s Xtreme Insight OlympicWatch service, which provided Beijing 2008 strategic insights and creative analysis, we’ve now begun working on marcoms projects focused on London 2012. It is less than three years until the world’s biggest sporting (and advertising) event is staged in the UK and, in response to client need, we have put together a ’12 Trends For 2012’ presentation for agencies, official sponsors, guerrilla advertisers and broadcasters. The 30-minute briefing explores a set of key 2012-relevant marcoms issues and insights - from digital technology forecasting and low latency campaigns, to concerns about potential consumer backlash and guerrilla marketing – providing marcoms planning stimulus and guidelines for those looking to leverage this sporting extravaganza. If you are interested in this Insight in-person presentation (free of charge) email us at mail@xtremeinsight.net.

 
 

World Cup 2010 – An Overcrowded Space?
 
  Early autumn sees the Insight team working on a pair of football-related strategic projects to help two of our clients establish a distinctive niche position in the most overcrowded of marketing spaces. The same period also sees several brands kick off their World Cup 2010 marketing activity as the South African tournament edges ever closer. Two of the FIFA 2010 sponsor brands, Budweiser and Coca-Cola, recently launched similar on-pack ticket giveaways just a few days apart. Coca-Cola is offering consumers the chance to win tickets (including flights and accommodation) on packs of Coke Zero
primarily to drive 18 to 30-year-old men the try the brand and drive frequency of purchase. Fans can enter unique codes found on special packs of Coke Zero at its online loyalty site, Coke Zone, or via text message. The activity is promoted via media partnerships with newspapers and both outdoor and in-store marketing. Meanwhile’s Budweiser’s on-pack promotion, ‘Live The Dream’ also offers drinkers the chance to win trips to the World Cup. Running through a similar time period, promoted across fairly similar media platforms and offering a similar prize, the schemes are more than a little alike. With this in mind, perhaps no one should be too surprised by last week’s A-B InBev announcement that it plans to take Bud global using a model and strategy similar to that of Coca-Cola
 

Sony Alpha Cybershot – Original Football Activity Still Possible
 
  One of our favourite 2010 World Cup-related campaigns in recent weeks has been Sony’s work for its Alpha digital SLR camera range. To promote the power of its low light photography technology, Sony launched an international football tournament called Twilight Football. The event aims to show the benefits of Exmor CMOS technology, using the international language of football. Capturing fast-moving action images in low light conditions is one of the toughest challenges faced by digital photographers and Sony showcase its product’s strengths in this area through this highly original integrated and international initiative. The activity sees a number of local Twilight Football competitions run with multiple media partners for players to enter, a specific 
Twilight Football team is sourced using social media channels like Twitter and YouTube and a specially selected pool of photographers and video makers are also attending each event to record the games. The final event takes place on 22 September (the northern hemisphere’s autumnal equinox and the southern

hemisphere’s vernal equinox) and as the hour of twilight moves across the world a series of seven matches will begin. The games will be taking place at stunning, specially chosen locations in: Argentina, Australia, France, Italy, Spain and the UK, with the Twilight Football grand final kicking off at Johannesburg Soccer City – home for the 2010 World Cup. See www.twilightfootball.org.
 

Responsible Drinking – Will Marketing Prevent Legislation?
 
  September saw the British Medical Association (BMA) call for a ban on all alcohol marketing, claiming that axing the £800m marcoms spend on alcoholic drinks (and outlawing cut-price supermarket offers), is the best way to stop increasing alcohol abuse. The BMA particularly singled out the rise in ‘more subtle’ types of alcohol advertising such as merchandising, loyalty schemes, competitions and sports sponsorship (where it is estimated to be the second biggest industry backer after the financial sector). However, little attention is given the rapidly increasing investment being made in responsible drinking campaigns by the industry – which we have been analysing recently for one of our clients. The September launch of the £100m Campaign For Smarter Drinking (previously known as Project 10) sees a massive integrated social marketing campaign, targeting binge drinking 18 to 24-year-olds, backed by around 50 drinks industry partners and driven centrally by Drink Aware (www.drinkaware.co.uk). This initiative, a response to Gordon Brown’s challenge to the industry last year, leverages new media technologies as well as established ones to take a useful and practical approach to boosting consumer responsibility and shift the culture around the misuse of alcohol. Running under the tagline ‘Why let good times go bad?’, it is using multiple consumer touch points – from digital platforms and traditional media, to in-store, point of sale and consumption spaces – it aims to target alcohol abusers without punishing responsible drinkers. The activity is one of a raft of industry schemes in recent months including DrinkAware’s ‘Drink less, miss less’, Pernod-Ricard’s ‘Accept Responsibility’ (www.acceptresponsibility.org) and Beverage Brands’ ‘Look After Your Mates’ (www.lookafteryourmates.com) initiatives.
 

Digital Message Boards – Boosting Transparency, Solving Problems
 
 

With transparency and honesty increasingly important image drivers for service-based brands, alongside more ‘dialogue’ based communication between brands and consumers, innovation in customer experience continues to be vital. We’ve recently completed a project focused on the telecommunications sector exploring how companies have grappled with the potential cost-effectiveness and capacity of outsourced foreign call centres, against popular pressure for a more local experience. One interesting trend we focused on was how an increasing number of brands are using well-developed

online message boards to deliver an open, fast and effective service. Brands such as SFR and Canal+ in France have embraced this approach and offer consumers the ability to post messages relating to their experience of the product and brand in a public forum. As well as creating a route that could alleviate pressures on call centres, the approach could see a problem shared being a problem solved as other fellow customers relate their experiences and solutions to one another in an almost open-source approach to customer service.
 

Ideoscope - Inspiration for your next stand-out campaign
 
 

Ideoscope is new innovation from Xtreme Information, the world’s leading provider of global media intellgence. Each Ideoscope collection connects thirty-five pieces of creative from a specific ad genre, providing you with visual and creative ideas and inspiration. Using creative advertising sourced from XTREME ADS, the world’s largest archive of international advertising, each Ideoscope collection comes in PDF e-zine format containing an interactive ad gallery of thirty-five TV ads from around the world. Thirty-five great ideas and techniques to inspire the next big idea.

 

Click here for further details and to download your free Ideoscope sample.
 

About Us
 

Xtreme Insight is a boutique marketing consultancy providing bespoke research across the advertising, branding, communication and marketing space. Our work includes campaign, brand, competitor and media analysis to provide insights into areas such as ad auditing, benchmarking, best practice, as well as briefing, creative and strategic development through reports, presentations, showcases and workshops.

 

If you would like any further information on Insight’s services visit our website at www.xtremeinsight.net or contact us at mail@xtremeinsight.net 


 
 

 
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