Evaluation of Nissan sponsorship activities surrounding the Olympic Games
At the beginning of July 2015, Blauw began a new sponsorship effect research study jointly with Nissan, the sponsor of the Olympic Games in Rio 2016. This involved local sponsorship: the activities and campaigns only took place in Brazil and targeted Brazilians. For the Olympic campaign, Nissan engaged 25 ambassadors (Brazilian Olympic athletes). Nissan wishes to evaluate the activities surrounding the Games and wants to understand the effect of the Olympic campaigns on the brand.
The Nissan Olympic campaign was aimed at putting Nissan down as a brand that dares, they call this 'atrevido' in Portuguese. The research shows that the Games have indeed contributed to the extent to which Nissan is seen as a daring brand. That is mainly the work of the digital campaign with videos such as those around Usain Bolt (feuled via social media).
Besides, Nissan scores with the Nissan Kickes, the model that was launched during the Olympics Games as official Olympic car. Two out of ten Brazilians got to know the new Nissan model because of Rio 2016. Despite the huge sponsoring violence around the Olympic Games, we can speak of a successful sponsorship for Nissan.
Why is Nissan using a Rotterdam bureau to evaluate local sponsorship in Brazil?
This is all down to Blauw's experience in sponsorship effect research. We have been carrying out this type of research (including internationally) for a wide range of sponsors now for more than fifteen years, such as Heineken, Sony, MasterCard, Rabobank, ABN AMRO and NOC*NSF. In 2014 we began a partnership with Nissan to measure the effect of their (international) sponsorship efforts. The partnership began with the evaluation of Nissan's Champions League sponsorship and its effect on the brand's key performance indicators.. Since 2014 (and at least until 2018) we will be carrying out an analysis of the impact of the Nissan brand on its Champions League sponsorship. We are doing this in more than 15 countries, from France to China and from Mexico to South Africa.
Brazil is also represented in the Champions League research. Nissan knew very well that we are capable of carrying out sponsorship effect research in the largest country in South America. in order to organise the international online field work properly and thoroughly, we work closely with our partner Survey Sampling International. They are the market leader in international field work and can supply respondents in more than 100 countries. The Dutch office of SSI is in the same building as Blauw – we even share the canteen – which is ideal for our partnership.
The ICT department also ensures that we can consult with our clients at Nissan in Rio de Janeiro via video conferencing. In the future we will be collaborating intensively so we think it's very important that we consult effectively. We prefer to do that face to face and thanks to technology this is now possible without the need for a long flight.
Over the next fifteen months, Blauw will be carrying out 6 evaluations of Nissan's sponsorship of the Olympic Games in Rio. Following each new campaign or activity, the effects amongst the Brazilian public will be measured, with an evaluation of the effect after the Olympic Games had finished as a closing chapter.