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IMPACT REPORT 11Th June, 2014 | Pre-Newsletter EXECUTIVE CONTENTS SUMMARY WHO IS GOING to FOLLOW the the WORLD WORLD CUP? CUP – LIVE in BRAZIL

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IMPACT REPORT 11Th June, 2014 | Pre-Newsletter EXECUTIVE CONTENTS SUMMARY WHO IS GOING to FOLLOW the the WORLD WORLD CUP? CUP – LIVE in BRAZIL IMPACT REPORT 11th June, 2014 | Pre-Newsletter EXECUTIVE CONTENTS SUMMARY WHO IS GOING TO FOLLOW THE THE WORLD WORLD CUP? CUP – LIVE IN BRAZIL Click on sections or flick through slide by slide Click to see more ONLINE & SOCIAL information where MEDIA you see this sign Click to watch a video, or see content, where you see this sign GLOBALLY, 74% OF RESPONDENTS ACROSS 17 MARKETS ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP. The FIFA World Cup has long been the globe’s biggest sporting and commercial event attracting WELCOME! unrivalled TV audiences, multi-continent interest and investment from a stable of 20 core brands. Now the event, involving 32 nations competing in 64 matches over a month in Brazil, will become the EXECUTIVE SUMMARY first truly mobile and social event reaching new levels of engagement and consumption from fans across all countries. The intended following of the World Cup is fuelled by the need to experience the Predictions about the World Cup event ‘live’ across many countries and to share the experience with the communities of the brand’s target consumers. 64% OF RESPONDENTS WILL POST A COMMENT ABOUT THE WORLD CUP AND 58% WILL Technological developments have enabled sporting FOLLOW OR LIKE A BRAND RELATED TO THE WORLD CUP. fans to interact with the games, footballers and This evolution in the way the event will be consumed over the coming month, will require brands to brands in new ways. Throughout the Sochi Winter optimise their messaging and communication by putting value on engaging fans and target Olympics, we saw that the sporting event became audiences. This value will only be achieved by complimenting the core content football with more digital, social and mobile. additional experiences facilitating entertainment, knowledge or information. The 2014 FIFA World Cup, the world’s biggest 84% OF RESPONDENTS PLAN TO MULTI-SCREEN WHILE WATCHING THE WORLD CUP ON TV sporting event, is set to become the most OR ANOTHER DEVICE. mobile and social event ever! Second screening and constant connectivity are providing brands with new opportunities to connect with their target audiences. It is, therefore, more important than ever to understand people’s brand perceptions as a result of their sponsorship of, or affiliation to, these events, but also the consumer’s experience of the event – the reasons why they are participating, the devices they are using and the environments in which they are interacting. In order to capture people’s perceptions, behaviours and experiences of the World Cup, we are conducting quantitative and qualitative research, social listening, local market analysis and interviews with social media experts. For more information about the methodology, please click here. WE HOPE YOU ENJOY THE READ! EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS THE WORLD CUP LIVE IN BRAZIL THE 20TH FIFA WORLD CUP CLICK ON HYPERLINKS FOR MORE DETAILS AN EVENT BROADCASTED IN 200 COUNTRIES “All in One Rhythm” is the official slogan of the 2014 World Cup Official 2014 World Cup song is called ’We Are One’ Mascot “Fuleco” Bosnia and Herzegovina MOST WORLD CUP APPEARANCES: WON THE MOST TIMES TOP TEAM… Brazil Brazil Germany 70% Italy Germany Italy New comer VOTE 5 Germany 4 Adidas Brazuca 3 88 20 12 Football 18 18 design COUNTRIES TOURED Germany has reached the Expected attendance last four on no less than 12 occasions, winning three 3,300,000 titles along the way. AROUND THE WORLD STANDING WORLD CUP IN STADIUM IN 267 DRONES BANNED DAYS GOAL LINE 64 matches: THE MOST EXPENSIVE 25 WORLD CUP EVER TECHNOLOGY 48 group stage games (MORE EXPENSIVE THAN REFS 15 further knock-out stage games $ THE 2 PREVIOUS WORLD 12 different cities, CUPS COMBINED). more than any other finals on record. “PLAY” Prices Overseas 65% Brazil 154,000 + BRAZILIAN DOMESTIC buyers USA FOOTBALL SEASON 40,000+ 152,101 2014 FIRST Local buyers Purchased Australia KICK Final TICKET 33,000+ FIFA FAN FEST VOLUNTEERS The first kick will be Prices Ticket Low Colombia JUNE made by a paraplegic teenager V CARBON Final 18,000+ …IS BACK! JULY in a mind-controlled 38,000+ High 70,000 2010 NEUTRAL exoskeleton suit. England Germany Source: OMG Insights across 81 Markets. Fieldwork: 15th – 31st May, 2014. EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS TRENDSPOTTERS WHAT DO THEY THINK OF LIVE IN BRAZIL BRANDS PARTICIPATING? HOW DO THEY FEEL HOW ARE THEY PLANNING ABOUT THE EVENT? “Curiously, very little anger has been directed at the big companies who TO WATCH IT? Just days before the opening ceremony of “Too many Brazilians are focusing on the sponsor the event, despite the monopoly negative side of the World Cup and are that they will enjoy during the event itself.” “Watching live on TV, hosting/attending the 2014 FIFA World Cup a mood of mixed forgetting that this is a country that loves -São Paulo World Cup parties and public events, emotions prevails in Brazil, with football. Yes, there are lots of problems, blogging, online videos… all of the above. and yes, we should be angry at the “The anger has mainly been directed at People will also gather at special FIFA respondents reporting a combination of government and at FIFA, but we shouldn’t the Brazilian government as the Fan Fests, including one at Copacabana anxiety, apprehension and frustration as let that stop us enjoying this tournament architects of the problems surrounding beach and at bars and street parties. If well as excitement and hope about the and welcoming all the supporters who are the World Cup and FIFA as the instigator” police activity, black blocs [loosely coming over to enjoy it as well”. -São Paulo affiliated violent protest groups] and the upcoming tournament. -Male, 33, Journalist weather permits. Nothing is clear yet but The inflated cost of the tournament, its impact on daily A number of brands the sales of HD sets have increased. One life, the lack of investment in infrastructure (despite can easily expect that everyone will watch Most Brazilians will tell you that even without FIFA at home, at least some of the time”. promises), corruption…, a widespread concern that Brazil if you don’t enjoy football, it’s almost accreditation have had -Male, 38, Rio de Janeiro will somehow fail in its obligations, at precisely the time impossible to avoid it during the to refer creatively to that the world’s eyes are on it. World Cup. Cities turn into ghost the event without Nevertheless, we have hopes that once the tournament is towns when Brazil is playing. Even explicitly referencing those who aren’t interested get underway, the focus will shift towards action on the field “Friends are already making caught up in the excitement during certain terms. and many believe that Brazil is capable of winning the cup plans about getting people matches. And whilst there isn’t any (though with stiff competition!). together and watching it at excitement just yet, I’m sure it will home on TV, making events of Best Regards, appear once the event itself starts”. it. Large public events will -Student, 22, São Paulo The attempts by local and international inevitably be very packed as well, although I don’t know any brands to mark the people who will be going myself” World Cup have not -São Paulo gone unnoticed. Click to see memorable campaigns and social media Source: OMG Sonar conducted in partnership with FutureFoundation Fieldwork: 21st – 30th May, 2014 conducted in Rio de Janeiro and São Paulo. EXECUTIVE THE WORLD CUP – WHO IS GOING TO WORLD CUP 2014 GENERAL ONLINE & REGIONAL CONTACTS MAIN MENU SUMMARY LIVE IN BRAZIL FOLLOW THE WORLD CUP SPONSORS INTEREST SOCIAL MEDIA OVERVIEWS Any interest in football and WHO IS GOING TO FOLLOW THE WORLD CUP? the World Cup KEY MOTIVATIONS FOR FOLLOWING THE WORLD CUP HOW HIGHLY INTERESTED ARE THEY IN HOW LIKELY ARE THEY TO TALK ABOUT WORLD CUP 53.5% UPCOMING SPORTING EVENTS?... SPONSORSHIP ACTIVITY?… Responses based on 7+ on a 1-10 scale. Responses based on 7+ on a 1-10 scale. Support my national team 48% 46.5% 14% Support another national team BRAZIL 2014 22% WORLD CUP 64% 27% 13% Support a specific athlete have have 2016 RIO talked Experience an international event 43% OLYMPICS 61% spoken to others very Keep up to date with a major event 40% EURO 2016 about positively FRANCE 44% recalled about I just love football MALE 41% sponsorship FEMALE 2018 WINTER recalled OLYMPICS 46% activity activity 10% Will watch, but not by choice 2% Other WHERE PEOPLE PLAN TO FOLLOW THE 2014 WORLD CUP (excluding watching) AGE OF THOSE INTERESTED IN FOOTBALL HOW MANY ARE HIGHLY INTERESTED IN THE 2014 WORLD CUP?... INTEREST IN FOOTBALL Responses based on 7+ on a 1-10 scale. 70% 18% 10% 16-24 years old 61% 84% 58% 25-34 years old 60% 86% 28% 76% 18% 35-44 years old 72% 50% 56% will use laptops 45-54 years old 58% 40% 38% 26% 55+ years old 30% WHO THEY WILL BE WATCHING THE WORLD CUP WITH… 20% 64% 10% 35% will use mobiles 0% 67% High High High Family 43% Interest Interest Interest A few friends Asia Europe, Middle North Latin in in in Football Football football Pacific East & Africa America America 2008 2012 2014 61% 70% are very interested in football 56% will use mobiles Source: OMG Snapshots based respondents who are non-rejecters of football and the 2014 World Cup.
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