SAIC MOTOR FOOTBALL ADVERTISING CASE STUDY - Project11
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SAIC MOTOR FOOTBALL ADVERTISING CASE STUDY
INTRODUCTION
PROJECT11
Played by 250 million people in more than 200 countries, football is the world’s most popular sport. It is therefore
unsurprising to find advertising in the world’s most prestigious football leagues has become a valuable and
unique indicator of brand awareness, campaign success, customer relations and consumer opinion.
Here at Project11, we specialise in helping brands tap into this global phenomenon by offering unrivalled
advertising opportunities at the world’s top sporting events. We are best known for our rights in English and
Spanish football, featuring the biggest and richest clubs in the world. We deliver a platform of innovative
perimeter LED advertising, exciting sponsorship and partner opportunities, enabling brands around the world
to connect with their audience. This report focuses on the exposure and impact achieved for SAIC Motor by
advertising at top level La Liga matches during the 2017-18 season.
SAIC MOTOR INTERNATIONAL
SAIC Motor Corporation Limited (SAIC Motor) is the largest auto company on China’s A-share market. SAIC Motor strives
to grasp the trend of industrial development and speed up the innovation-driven industrial transformation, as well as
growing into a full-range vehicle products and travel services provider, from a traditional manufacturing enterprise.
Their core values are to bulid an innovative, globally recognized company that pioneers the automotive future. With the
inclusion of integrity, responsibllity and collaboration, SAIC Motor aim to create value for stakeholders through a market-
driven strategy. SAIC’s affiliated vehicle companies include Morris Garages, SAIC MAXUS, SAIC Volkswagen, SAIC-GM,
Shanghai General Motors Wuling (SGMW), NAVECO, SAIC-IVECO Hongyan and Shanghai Sunwin Bus Corp (SUNWIN).
SAIC Motor are a company with a huge global footprint with 11 offices spanning seven continents as well as cities
including London, Sydney, Dubai and Johannesburg.
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
LA LIGA
When people think of football, they think of Real Madrid and Barcelona. They see Cristiano Ronaldo and Lionel Messi. They remember the great
players to have played in La Liga and are inspired by today’s crop of superstars. They feel the passion of the fans as they get fervently behind their
team. When people think of football, they think of La Liga as one of the top leagues in the world.
La Liga attracts fans from all over the world, with a global cumulative
audience of over two billion. To reach this audience, we use ground-
Europe breaking digital billboard replacement technology to tailor billboard
North
1,444 M advertising to geographical regions.
America
155 M
MENA Asia and
600 M China
466 M
Central America
102 M
South America Africa
177 M 158 M
*Cumulative audience, season 2016-17
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
LA LIGA’S TECHNOLOGY
Ground-breaking technology means viewers of Real Madrid & Barcelona away matches can see their choice of billboard advertising specifically
tailored for each geographic region.
This state of the art system allows region specific feeds to be generated from the one match, each with different graphics in any electronic format.
The DBR recognises obstructions in front of the billboard, such as players, and places the replacement feed behind. This ensures advertising during
La Liga matches is bespoke to the specific target audience requirements of each global region, without interfering with the viewer’s experience.
In short, the same match will show
different adverts simultaneously to
each region, allowing local, regional Actual LED
SOUTH AMERICA REGION FEED
and international businesses to Boards at Stadium
appear alongside the biggest teams
on earth.
EUROPEAN REGION FEED MENA REGION FEED
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
TARGET MARKET: MENA
SAIC Motor requested a detailed campaign plan LA LIGA IN MENA
targeting an increase in business and sales from
the MENA region. La Liga’s popularity in MENA stems from the strong following FC Barcelona and Real Madrid
have created in the region. The technical ability and skill levels of La Liga players has made
La Liga was the perfect platform to advertise La Liga unrivalled in MENA, with 52% of MENA’s population actively following La Liga. This
SAIC Motor in MENA using targeted Digital equates to approximately 200 million avid La Liga fans regularly watching fixtures in the
Billboard Replacement (DBR). region.
The growing importance of MENA’s car market La Liga has captured the interest of those throughout MENA, with the Spanish league being
and the popularity of Chinese car manufacture the league which was voted the sporting event with the most interest in MENA, outperforming
brands, meant that SAIC Motor looked to every other sporting league in the world (35% said La Liga, 52% said World Cup, the rest
effectively position their brand as the car of was shared between every other sporting event). Demonstrating the importance of the
choice and maintain its leading position within collaboration between MENA and La Liga, Real Madrid opted to remove the crown on their
the market. crest when shipping to the Middle East, to fit cultural preferences in the region. This alteration
to the standard kit resulted in positive publicity throughout MENA, with merchandise sales
According to the GCC, the car sales in MENA breaking records in the region, allowing locals to wear their favourite teams’ crests with
are projected to hit 3.37 million units by 2020, pride.
with Chinese car brands already holding a
strong position within the market because of Ignacio M. Trujillo, La Liga’s Director of Innovation and Global Development, said: “There
their affordability compared to European and are seven billion people in the world, two billion of which follow La Liga. No other company
Japanese based brands. has such a wide reach.”
3.2 52%
MILLION FACEBOOK OF MENA’S
FOLLOWERS FROM POPULATION
As such, SAIC Motor are looking to maximise ARAB COUNTRIES FOLLOW LA LIGA
their position and continue to grow the business
200 600
MILLION LA LIGA MILLION
within the region. FANS REGULARLY CUMULATIVE
WATCH FIXTURES AUDIENCE
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
TARGET MARKET: MENA
FEMALE POPULATION MALE
49% 517.9 MILLION 51%
MENA
2016-17 SEASON
CUMULATIVE AUDIENCE
FEMALE* MALE*
600 MILLION
8% 92%
Algeria, Bahrain, Egypt, Iran, Iraq, Jordan, Kuwait,
Lebanon, Libya, Morocco, Oman, Palestine, Qatar, WATCHED MATCHES LIVE WATCHED HIGHLIGHTS
Saudi Arabia, Sudan, Syria, Tunisia, United Arab
Emirates, Yemen
22.7% 77.3%
ECONOMIC STATUS* AGE GROUP*
BROADCASTER 15% AA Female 8%
28% A M
ACTIONS
SAIC Motor represent a number of brands, so the Project11 production team was tasked to create a number of perimeter adverts for the DBR
campiagn. Adverts were then produced which represented SAIC Motor brands including MG Motors and Mundial. The designs put forward made
sure that all brands under SAIC Motor achieved maximum exposure and impact.
The colour red was chosen to be the background for the Mundial advert whilst the word “Mundial” was repeated alongside their white logo. A
duplicate of the Mundial advert with the text in arabic was also produced. Both adverts presented achieved a strong brand presence at La Liga
games featuring Real Madrid and FC Barcelona in MENA.
In addition, SAIC Motor elected for a car promotion advert which not only included the logo and branding of MG Motors but also has a digital
animation of the promoted vehicle. The animation was played slowly making it easy to read and for the audience to notice the new product.
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
ACTIONS
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
ACTIONS
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
ACTIONS
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.ACTIONS
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.ACTIONS
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.RESULTS
ADVERTISED MATCHES INCLUDED
FOUR DIFFERENT
82 MINUTES ACROSS 30 MATCHES ATLETICO MADRID
ADVERTS USED
OF SCHEDULED INVOLVING FC VS. FC BARCELONA,
ACROSS THE SEASON,
ADVERTISEMENT ON BARCELONA OR REAL ATLETICO MADRID VS.
INCLUDING ENGLISH
THE MENA DBR FEED MADRID DURING THE REAL MADRID, SEVILLA
AND ARABIC VERSIONS
2017-18 SEASON VS. FC BARCELONA
SINCE THE START OF THE FOOTBALL SEASON, SAIC’S
FLAGSHIP BRAND, MG MOTORS, LAUNCHED FOUR
NEW CAR MODELS TO THE REGION: MG RX5, MG RX5
COMPACT SUV, MG ZS CROSSOVER AND THE MG 360
SAIC MOTOR’S CAR SALES HIT 6.93 MILLION UNITS
IN 2017
2017 SALES WAS UP BY 6.8 PER CENT ON THE
PREVIOUS YEAR
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.CONTACT DETAILS
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London, EC3R 6DL, UK
Tel.: +44 (0) 20 3841 5350
Email: info@project11group.com
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