Nissan Olympics sponsorship strengthens the brand

One year before the 2016 Olympic Games, Blauw and Nissan started a new sponsorship effect study, focused on the impact of Nissans local sponsorship of Rio 2016. The sponsorship involved activities and campaigns targeted on the Brazilian population. For the Olympic campaign, Nissan engaged 25 ambassadors (Brazilian Olympic athletes). Nissans objective was to evaluate the activities surrounding the Games and to understand the effect of the Olympic campaigns on the brand. Blauw has conducted five measurements around the Olympic Games to monitor the impact of the Olympic campaign on the Nissan brand.

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Sportsponsoring | Blauw Research

The Nissan Olympic campaign was aimed at presenting Nissan 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 due to the strong digital campaign with videos such as those around Usain Bolt (feuled via social media).

Besides, Nissan scores with the Nissan Kicks, 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 clutter around the Olympic Games, Nissan succeeded in standing out with the sponsorship.

Why did Nissan choose Blauw to evaluate a local sponsorship in Brazil?

The choice for Blauw was made because of our experience in sponsorship effect research. We have 20 year experience in researching the impact of global sponsorships on brand strength and do this for brands like Heineken, Sony, PepsiCo and Aston Martin. Our partnership with Nissan was launched in 2014, when we started measuring the effect of their (international) sponsorship activities. Starting in 2014 with the evaluation of Nissan's Champions League sponsorship and its effect on the brand's key performance indicators. The scope of the research covers more than 15 countries, from France to China and from Mexico to South Africa.

Brazil is also covered in the Champions League research, so 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 fieldwork properly and thoroughly, we work closely with our partner Dynata, who are the market leader in international fieldwork and can provide respondents in more than 100 countries.

We have frequent face to face contact with Nissan through video conferencing. Our way of working asks for intensive collaboration so face to face meetings are very important. Technology allows us to stay in touch without having to travel to Brazil.