Wednesday 21 February 2018

Postscript: Media & Marketing - Electric Picnic has the midas touch for sponsors

The maker of the Galaxy S4 said its third-quarter operating profit likely increased to 10.1 trillion won (€6.9bn)
Suzanne Weldon with Max McGlone and Georgia Tobin

ELECTRIC Picnic was a masterclass in marketing – everywhere you looked, a brand was pushing its message in an innovative and eye-catching way.

Now new research on sponsorship awareness from Pembroke Communications, exclusive to Post Script, reveals whose investment paid off the most at the event.

Bacardi took the top prize, selected by more than half of concert-goers as the sponsor with the most impact.

Some 85pc of those surveyed were able to name it as a sponsor unprompted. The rum brand's Casa Bacardi initiative clearly worked – featuring a cocktail bar and a large and very popular dancefloor and DJ set, it was packed all weekend. Its prime location beside the festival's main stage no doubt helped.

Electric Ireland also made an impression, selected as the second-most impactful brand.

This is a particularly good result given that its product is less synonymous with music and festivals than drinks brands are.

The official energy partner to the event, Electric Ireland, ran an extensive Twitter campaign in the run-up to the weekend and held regular dance classes with fitness celebrity Mr Motivator at the Picnic.

Vodafone came third in terms of impact, after the phone company offered a very popular phone recharging service at the festival.

Still, many concert-goers were heard to complain about its long queues, despite the fact that the facility was free – a great example of kind-hearted corporate efforts being taken for granted.

Heineken also fared well. Though picked as fourth most impactful, it actually came first when participants were asked to name any one sponsor off the top of their head.

TV3 on smart Samsung TVs

SAMSUNG has teamed up with TV3 to provide the station's catch-up service 3player on its smart TV platform. This makes Samsung the first company to offer both 3player and RTE Player to smart TV customers.

"Television is still our favourite technology, with 41pc of people in Ireland saying they couldn't live without their TV," said Samsung marketing manager Brendan Carr. "With viewers now spending more time watching TV than ever before, the addition of 3player provides our customers with even more choice for their television viewing at a time convenient for them.

Spar's €1M brand push

SPAR has launched a new €1m own-brand campaign. The convenience chain is extending its range of generic own-brand products along a marketing campaign that include a new TV advertisement which goes to air today.

Coinciding with Spar's 50th anniversary year, there will be more than 50 new products added to the range over the next eight weeks. Particular emphasis will be given to categories such as household, where own brand currently accounts for 30pc of sales, and chilled convenience, where own brand is growing at almost 50pc year-on-year.

The TV commercial has been created by Publicis Dublin and is directed by DADDY and Red Rage Films. The campaign will be supported by extensive new marketing kits at store level and integrated with Spar's social media channels.

SPAR said its stores have experienced double-digit growth in own-brand volume over the past year. The new TV campaign entitled 'Miniature Trees' plays on SPAR's iconic 'under the tree' logo, using little trees instead of products to depict the own brand range. Pictured is Suzanne Weldon, marketing and communications director at BWG Foods, with Max McGlone and Georgia Tobin.

Sarah McCabe

Irish Independent

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