SKS365 FOOTBALL ADVERTISING CASE STUDY - Project11
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
SKS365 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.
SKS365 - PLANETWIN365
SKS365 Group GmbH (formerly Skysport365) is an Austrian gaming and entertainment company, founded in
Innsbruck in 2009. It is best known for its sports betting and gaming brand PlanetWin365, as well as a sports
statistics website MyScore365. PlanetWin365 is the international flagship consumer brand for SKS365 Group’s
betting and gaming products. The PlanetWin365 betting shops and online gaming portals are licensed and
regulated from seven European countries. The brand PlanetWin365 is a top-of-mind market leader in Italy
and Serbia, where it is synonymous with outstanding and reliable quality at an international level.
With more than 1300 PlanetWin365 retail shops across Europe and an online sports betting infrastructure, PlanetWin365 is one of the leading
European bookmakers. SKS365 Group is a partner organization in the FIFA Early Warning System and has an active track record of supporting
authorities against the manipulation of sports competitions (match fixing). In order to stand out from its competitors, SKS365 has introduced a line
of innovative sports betting types, resulting in up to 700 different types of bet offered for every single sports match listed on planetwin365.com.
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.
THE LEAGUE
ABOUT LA LIGA
Contested by the best 20 clubs in Spain, La Liga is the top professional division in the Spanish football league pyramid. The league championship,
European cup qualification and relegation battles which take place every season make La Liga a highly competitive league. Competition between
teams and players is fierce and makes La Liga one of the most renowned sports 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-breaking
Digital Billboard Replacement (DBR) technology to tailor billboard advertising to geographical regions.
North Europe While a total of 60 teams have competed in La Liga since its inception,
America 1,444 M only nine have ever been crowned champions, with Real Madrid
155 M winning the title a record 32 times and FC Barcelona 24 times. These
MENA Asia and two Spanish clubs have a fierce rivalry, both on and off the pitch.
600 M China
466 M
Central America
20
102 M CLUBS COMPETE
IN LA LIGA PER
SEASON
104
DIFFERENT NATIONS
HAVE BEEN REPRESENTED
IN LA LIGA
10
MONTHS A YEAR: THE
South America Africa SEASON IS FROM
177 M AUGUST TO MAY
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.
THE MEDIA PLATFORM
DIGITAL BILLBOARD REPLACEMENT (DBR)
DBR is a state-of-the-art system which allows region specific feeds to be generated from the one match, each with different graphics in any
electronic format: animation and video. The DBR recognises obstructions in front of the billboard, such as players and places the replacement feed
behind, creating a seamless production.
In short, the same match will show different adverts simultaneously to each region, allowing local, regional and international businesses to appear
alongside of the biggest teams on earth.
Actual LED
SOUTH AMERICA REGION FEED
Boards at Stadium
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.
CAMPAIGN OBJECTIVES
PlanetWin365’s main aim was to use Project11’s DBR
perimeter advertising package to raise brand and product RAISE BRAND/PRODUCT AWARENESS
awareness by having their campaign message shown to One of PlanetWin365’s objectives was to make consumers more familiar with their brand
such a large audience in La Liga matches. by having their campaign message shown in some of the most watched and prestigious
football games like FC Barcelona and Real Madrid. The goal was for potential customers
to be aware of their services to increase inbound business and overtake competitors, with
One of the most attractive features of online sports betting
more opportunity to expand further into new territories.
is its higher reach among the bettors. PlanetWin365 turned
to football advertising to get an edge on their competitors,
most notably looking to utilise their digital presence during
the games themselves.
BUILD BRAND POSITIONING THROUGH ASSOCIATION
Pre-game and in play betting are hugely popular across the
European football fan landscape and PlanetWin365 aimed By having their logo and campaign message seen on the La Liga platform during FC
Barcelona and Real Madrid matches, PlanetWin365 were able to become associated with
to use the FC Barcelona and Real Madrid matches to reach these world-class teams and superstar players, and in turn, the public began to associate
this audience. this with their brand. This is likely to build their reputation for future sales.
In addition, online sports betting is more popular on
computing and mobile devices, which have been highly
adopted among football fans.
Second screen viewing, tracking matches online via CREATE AN EMOTIONAL CONNECTION TO THE BRAND
streams, and commenting on the games via social media By using football advertising to promote their brand, PlanetWin365 are able to use the
are common practice for all professional European football emotional connection that is associated with football to their advantage. While perimeter
matches. Betting sites such as PlanetWin365 are looking at advertisements don’t disrupt the game, they are still noticeable enough to form an association
this mobile device market as an opportunity for exponential between the football being watched and PlanetWin365’s campaign message. Creating this
growth. emotional commitment from fans who love their clubs means they are more inclined to bet
with PlanetWin365 because they have seen them in adverts involving their teams.
© 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: EUROPE
Thanks to the best-ever La Liga rights deals LA LIGA IN EUROPE
throughout Europe, the league reaches more
fans than ever before. A cumulative audience of The Spanish La Liga has millions of dedicated fans throughout Europe. Recognised
more than 1.2 billion in Europe per season enjoy predominantly for its success with world-class teams Real Madrid and Barcelona, the league
watching some of the most popular names in sport boasts two of the world’s richest football clubs and one of the globe’s largest fan bases.
and phenomenal levels of talent showcased in La
Liga. Broadcasters including DANZ, Sportklub and 74% of those in Europe claim to have watched at least one full La Liga match, with Spain
Sky enable approximately 716 million viewers alone having 30 million people who are reported as ‘highly interested in La Liga’.
throughout Europe to watch La Liga matches
live each season. The remaining audience of 483 Europe has followed La Liga clubs’ success, watching the likes of Barcelona and Real Madrid
million watch La Liga matches through highlights win back-to-back league and cup titles. Last season saw Real Madrid demonstrate their
programmes in Europe. worldwide dominance as they became the first club in the history of the Champions League
to retain the Champions League trophy.
Fans of Real Madrid and Barcelona expect the
goals, skilful gameplay and extensive coverage Having such widespread popularity of La Liga is beneficial to PlanetWin365 as they will
which they have grown to love in recent years. be able to get the best out of their campaign. This is a desirable target market for them
With the likes of Cristiano Ronaldo, Lionel Messi because betting is extremely popular in this region. PlanetWin365 is a top-of-mind market
and Luis Suárez consistently averaging more than leader in Italy and Serbia, and they aim to become one of Europe’s top land based and online
one goal per game, all of Europe wants to catch a bookmaking brands.
glimpse of the trio in action.
400 730
With La Liga’s growing popularity, the league MILLION SOCIAL MEDIA MILLION
FOLLOWS FOR REAL MADRID HOUSEHOLD
registered the highest percentage of social media AND FC BARCELONA REACH
growth in any European sport’s social media
420 1.4
MILLION BILLION
following. La Liga also boasts the most subscribers FOOTBALL FANS CUMULATIVE
on YouTube compared to any other football league IN EUROPE AUDIENCE
in the world.
© 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: EUROPE
Percentages are of the
country’s population
SWEDEN
Interest in football: 44%
Participation in football: 15%
UNITED KINGDOM
Interest in football: 52%
Participation in football: 33%
NORWAY
IRELAND Interest in football: 43%
Interest in football: 58% Participation in football: 22%
Participation in football: 27%
POLAND
Interest in football: 64%
NETHERLANDS Participation in football: 12%
Interest in football: 46%
Participation in football: 11%
GERMANY
Interest in football: 61%
Participation in football: 18%
SPAIN
Interest in football: 69%
Participation in football: 18%
ITALY
Interest in football: 67%
Participation in football: 25%
FRANCE
Interest in football: 46%
Participation in football: 13%
© 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: EUROPE
FEMALE POPULATION MALE
UNITED 50.8% 65.2 MILLION 49.2%
KINGDOM 2016-17 SEASON
CUMULATIVE AUDIENCE
FEMALE* MALE*
25.2 MILLION
18% 82%
WATCHED MATCHES LIVE WATCHED HIGHLIGHTS
60% 40%
ECONOMIC STATUS* AGE GROUP*
15% AA Female 18%
BROADCASTER 28% A M
TARGET MARKET: EUROPE
FEMALE POPULATION MALE
51.0% 59.9 MILLION 49.0%
ITALY 2016-17 SEASON
CUMULATIVE AUDIENCE
FEMALE* MALE*
19.2 MILLION
19% 81%
WATCHED MATCHES LIVE WATCHED HIGHLIGHTS
77% 23%
ECONOMIC STATUS* AGE GROUP*
11% AA Female 19%
BROADCASTER 29% A M
TARGET MARKET: EUROPE
FEMALE POPULATION MALE
51.1% 18 MILLION 48.9%
PAN-BALKANS 2016-17 SEASON
CUMULATIVE AUDIENCE
FEMALE* MALE*
33.6 MILLION
18% 82%
WATCHED MATCHES LIVE WATCHED HIGHLIGHTS
57% 43%
Serbia, Macedonia, Kosovo, Montenegro, Bosina &
Herzegovia ECONOMIC STATUS* AGE GROUP*
15% AA Female 18%
BROADCASTERS 28% A MACTIONS
PlanetWin365 elected for a 32 match football advertising campaign during the 2016-17 season, with all matches involving either FC Barcelona or
Real Madrid. Their advertisement was shown on the European feed, therefore getting exposure in major sportsbook markets such as the United
Kingdom, France, Germany, Netherlands, Italy, Ukraine, Belgium, Scandinavia and Russia.
Example matches: Sevilla FC v Real Madrid, Atletico Madrid v Real Madrid, Valencia v FC Barcelona
PlanetWin365’s DBR perimeter display was designed by their internal creative team, ensuring their branding met approved standards. Their design
followed all of Project11’s guidelines and criteria, therefore guaranteeing their advert achieved maximum exposure and impact during the games
they feature in.
They opted for two transitions during their advert which used animations and flipped the colour scheme. By doing this, they managed to ensure
their logo and branding was seen clearly and effectively by the audience.
Their black and yellow colour scheme contrasted very well with the green grass of the pitch, and their font and logo was to a suitable size.
Furthermore, their animation was slow and uncomplicated, making sure people watching could read it well.
© 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
Post Campaign Review
Figures at PlanetWin365 were asked to fulfil a campaign
elevation survey, which asks a variety of questions
evaluating the effectiveness and success of the campaign,
as well as assessing PlanetWin365’s satisfaction
Campaign Evaluation
As the table above displays, PlanetWin365’s football
advertising campaign achieved especially great results in
creating emotional commitment to the brand as well as
highlighting their brand over competitors.
The campaign also achieved high results for associating
the PlanetWin365 brand with La Liga, Real Madrid and
FC Barcelona as well as renowned players Lionel Messi,
Cristiano Ronaldo and Neymar. They also scored highly
for increasing brand/product awareness and increasing
website visits.
PlanetWin365 scored 2/5 for satisfaction of supporting sales promotion campaign. The reason for this is because PlanetWin365 didn't have a
promotion campaign with us, so had nothing to formally review.
PlanetWin365’s advertising campaign proved a success because they were able to get their brand message broadcasted to worldwide audiences of
La Liga. This huge exposure supports PlanetWin365’s campaign objectives of raising brand awareness and the use of football aids their vision of
creating an emotional connection to their brand. With football bringing such passion from fans, it therefore is likely to create positive associations
towards the PlanetWin365 brand.
© Project11. This document is strictly for internal use only and can not be shared or published in any way.*Estimated data for indication only.CONCLUSION
A Successful First Sports Marketing Campaign
Advertising in La Liga allowed PlanetWin365 to achieve their main marketing objectives and further enhance
the PlanetWin365 brand position. It also allowed them to tap into the passion, excitement and joy fans
across the continent associate with football and La Liga.
In the survey conducted by figures at PlanetWin365, the campaign and service provided by Project11 was
given a rating of 5 out of 5. PlanetWin365 informed Project11 that they were very satisfied with the results
of their first sports marketing strategy and have continued to work with Project11 to advertise in La Liga.
PLEASE RATE YOUR SATISFACTION WITH THIS CAMPAIGN
(1- VERY POOR, 5- EXCELLENT)
HOW LIKELY ARE YOU TO RECOMMEND FOOTBALL ADVERTISING OR
SPORTS MARKETING TO ANOTHER COMPANY
(1- NEVER, 5- DEFINITELY)
© 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
Address: Lower Thames Street
London, EC3R 6DL, UK
Tel.: +44 (0) 20 3841 5350
Email: info@project11group.com
Web: www.p11.tv
Nearest public transport:
Tube Stations: Tower Hill
Monument
DLR: Tower Gateway
Follow us: @Project11SportsYou can also read
