Wednesday 28 September 2016

Brand memories stick at the Picnic

Michael Cullen

Published 17/09/2015 | 02:30

Sarah Foley, Rachel Kane and Blathaid Magill enjoy the festival atmosphere at Heineken Sound Atlas Tokyo at Electric Picnic
Sarah Foley, Rachel Kane and Blathaid Magill enjoy the festival atmosphere at Heineken Sound Atlas Tokyo at Electric Picnic

With a record 50,000 music lovers flocking to Electric Picnic, the event's commercial backers want to know what sort of bang they got from their buck. PSG Sponsorship surveyed 230 festival goers to get a take on brand awareness and impact. Firstly, they were asked - without being prompted - to name any of the festival partners or sponsors.

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Electric Ireland's investment in the #90sPowerParty paid off and helped spark the best result, with a 62pc rating. The festival's official beer and Sound Atlas sponsor Heineken scored 54pc. Three was in third place on 35pc, a point ahead of Bacardi. Newer EP sponsors like JustEat.ie, E-Lites and Heineken's new Orchard Thieves cider were next in line.

When the festival goers were prompted on brands, Heineken topped the charts among the key 18-45 year old target market, four points ahead of Electric Ireland. Three, Bacardi and JustEat.ie made up the top five brands. When people were asked which brands made the most impact, Electric Ireland scored best with 58pc for its Nineties theme tent. Heineken's taste of Tokyo with its Japanese-style Izakaya noodle bar, ping pong tournament and karaoke earned a 47pc vote. Three points behind was Casa Bacardi with its "great cocktails". Being located so close to the stage paid off for Three, as did JustEat's idea to hand out free coffee.

Handy services provided by brands which went down a treat in Stradbally were E-Lites showing GAA matches, Three's phone charging, Nivea's showers and the Heineken cold rooms. Food-wise, Kinara Kitchen, Pizza-n-Pasta and Wok 'n' Roll's Asian fare did best.

When it came to music, Saturday night's main stage was the centre of action. Blur scored highest with 19pc, followed by Sam Smith and indie rock band Florence and The Machine. One in 10 festival goers said EP is not so much about music, it's more the atmosphere. Pictured at Heineken's Sound Atlas Tokyo at Electric Picnic are Sarah Foley, Rachel Kane and Blathaid Magill.

* Rugby World Cup and GAA senior football championship sponsors can significantly boost their €75m rights fee returns provided they put the right campaign strategy into action, a study by Atomic Sport and sponsorship agency Onside claims.

The Activation Transformation report says while three in four Irish adults have sports sponsorships they can spontaneously recall, only half of them can point to activity where there's a real benefit from the spend.

Onside's John Trainor says the one-in-four gap seeing-but-not-feeling sponsorship value shows how some marketers fire blanks, while effective sport sponsors reap dividends. GAA backers like AIB, SuperValu and Eircom see uplifts of over 150pc in awareness from breakthrough campaigns.

Atomic boss Stephen Quinn says the research proves it's not just about being seen. Strong sponsorships achieve incremental gains of about 10pc in helping consumers feel more positive towards a brand. Sports fans reward winning sponsors with consumer loyalty. One brand increased its perception as 'a player' that "understands sport" by 27pc.

Onside's Niamh Gogan says RWC sponsors Heineken, DHL and Land Rover will be encouraged by the findings showing brands which score with their activation plans see sales jump by 14pc. Pictured (below left) are Niamh Gogan and John Trainor with Stephen Quinn and his Atomic Sport colleague Patrick Murphy.

* PR agencies are busy pitching these days. As the National Concert Hall (NCH) prepares to rebrand, proposals to raise its profile are also sought from interested PR parties. Other reviews include the Commission for Energy Regulation, St James's Hospital, the Irish Aviation Authority and the Environmental Protection Agency (EPA). An Post's Barney Whelan is seeking agencies to support in-house corporate communications and sponsorship PR.

The Office of Government Procurement requested tenders to set up supplier framework agreements for consulting and advisory services. The tender is broken into six lots - business strategy and operations, change management, human resources, research, procurement and project delivery. The Public Relations Institute (PRII) says while the tender does not include PR and communications services as such, aspects of it may interest some members.

* Gas Network Ireland's ads with a Ronnie Drew-sounding canary warning about the dangers of carbon monoxide poisoning ruffled feathers and prompted Liveline listeners to give Joe Duffy an earful. Regardless, Tommy McAnairey is back with his banjo to front Carbon Monoxide Awareness Week, which starts next Monday.

Not alone that, but a single will be released tomorrow called Carbon Monoxide is Lethal as Hell. All proceeds from record sales go to Age Action Ireland. Rothco hired Piranha Bar to create the ads (inset), with media by Carat and PR by Murray.

* Revised rules for media advertising, digital campaigns and promotions for gambling and e-cigarettes are part of a new code introduced by the Advertising Standards Authority of Ireland (ASAI). Updates on food, health and beauty and environmental claims have also been issued. The seventh edition of the ASAI code comes into play next March.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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