Samsung Garners Highest Brand Recall In YOG
Written by Marketing Interactive
29 Sep 2010
Sponsorship campaign marketing
Samsung was most recalled brand in the YOG
Followed by McDonald's and Coca-Cola
SingTel had highest recall in prompted awareness
30% of youths surveyed were able to recall Samsung as a sponsor of the Youth Olympic Games without any prompting.
This was the result that surfaced from a survey of 318 youths by media agency MEC, conducted immediately after the YOG.
Mcdonald's followed as the second most spontaneously recalled brand at 18% of youths being able to remember its sponsorship and Coca-Cola came in third with 17%.
SingTel garnered the highest brand recall in prompted awareness (when youths were asked to tick the brands they recalled as sponsoring the event from a list of brands).
Three in five of 13-24 year olds surveyed also expressed positive sentiment towards the event, with close to a quarter responding that they loved it.
72% of the youths surveyed were also proud that Singapore hosted the YOG and 75% believing the YOG has given Singapore a boost. 38% of youths had also attended an on-ground event.
However, results also show only 38% of youths have attended an on-ground event.
Also, majority of attendees (32%) attended the event as a compulsory school event, with a further 47% attending on complimentary tickets given.
The games did not start off on a positive note, according to a poll conducted by Channel News Asia. Interest was lukewarm, and 88% conveyed their apathy towards the inaugural event in Singapore.
In a separate social media monitoring exercise carried out by MEC to examine the online sentiments, it was observed that buzz in the social media sphere built up as the games progressed and culminated towards the last few days.
Advertising efforts and events were run extensively by sponsors like Coca-Cola and Samsung for the YOG. For instance, Coke ran its Refresh.Rise.Roar campaign from 15 July to 31 August targeting key stake-holders, youth and the general Singapore public.
The campaign ran in TV, OOH, digital, print, events, in social media channels through bloggers and experiential in the trade, and a special retail outlet at Ngee Ann City set up for the Games.
While the FMCG giant declined to reveal the total value of its sponsorship, James Chin, YOG project lead from Coca-Cola Singapore said that Coca-Cola sponsored over 1.5 million servings of beverages during the games.
He also Coke managed to recruit close to 150 teens from local polytechnics to participate in Coca-Cola's Youth Olympic Games activities.
"The initial apathy observed was a major concern for many of our clients who were sponsors," said Connie Chan, managing director, MEC Singapore. However, she said the research results showed that the event was successful in reaching Singaporean youths.
Written by Elizabeth Low
Singapore - 13 September 2010
Last Updated ( 29 Sep 2010 )