Tag: PepsiCo

Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

The Super Bowl is one of the globe’s biggest sports events for brands with 160 million viewers, but how does that translate to social interest around the world? 

Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

78% of buzz for the Super Bowl comes from the US despite its growing international appeal. Comparing the Super Bowl to other key sports events this weekend, Man City vs. Arsenal drew particular interest in Africa, the Middle East and Asia.  In the UK, both the Super Bowl and Arsenal vs. Man City interestingly drowned out England’s win against Ireland in the Six Nations.

Super Bowl’s broader audience as a cultural event is revealed in its gender and interest splits across family, music, celebrities and entertainment.

OMD clients Pepsi, Mercedes-Benz and Disney feature in the most associated Super Bowl brands

The Super Bowl is known as being particularly fertile ground for entertainment properties with Avengers: End Game, Sponge Bob, Fortnite and Injustice: Gods Among Us all generating interest through ads. However, this year Pepsi’s half time sponsorship and Mercedes Benz stadium sponsorship sees them associated.

Of all branded content distributed on video channels, Amazon’s Not Everything Makes the Cut generated the most views. However engagement rates were under 0.1x for the most viewed ads, with significant spend by brands driving the top viewed ads.

When we look at it in terms of most engaged branded content, gaming leads the way with Microsoft Xbox and EA Sport both featuring. Fashion brands such as Pretty Little Thing and Nine Line Apparel’s anti-Kaepernick content drove engagement; both negative and positive.

In terms of most talked about celebrities, #ImWithKap saw Colin Kaepernick gained support a social media awareness campaign to raise money for the Know Your Rights Camp. Maroon 5’s Adam Levine’s performance also generating interest.


Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

The Super Bowl is one of the globe’s biggest sports events for brands with 160 million viewers, but how does that translate to social interest around the world? 

Super Bowl LIII wins the Americas but ‘soccer’ still the main event in Africa and parts of Asia

78% of buzz for the Super Bowl comes from the US despite its growing international appeal. Comparing the Super Bowl to other key sports events this weekend, Man City vs. Arsenal drew particular interest in Africa, the Middle East and Asia.  In the UK, both the Super Bowl and Arsenal vs. Man City interestingly drowned out England’s win against Ireland in the Six Nations.

Super Bowl’s broader audience as a cultural event is revealed in its gender and interest splits across family, music, celebrities and entertainment.

OMD clients Pepsi, Mercedes-Benz and Disney feature in the most associated Super Bowl brands

The Super Bowl is known as being particularly fertile ground for entertainment properties with Avengers: End Game, Sponge Bob, Fortnite and Injustice: Gods Among Us all generating interest through ads. However, this year Pepsi’s half time sponsorship and Mercedes Benz stadium sponsorship sees them associated.

Of all branded content distributed on video channels, Amazon’s Not Everything Makes the Cut generated the most views. However engagement rates were under 0.1x for the most viewed ads, with significant spend by brands driving the top viewed ads.

When we look at it in terms of most engaged branded content, gaming leads the way with Microsoft Xbox and EA Sport both featuring. Fashion brands such as Pretty Little Thing and Nine Line Apparel’s anti-Kaepernick content drove engagement; both negative and positive.

In terms of most talked about celebrities, #ImWithKap saw Colin Kaepernick gained support a social media awareness campaign to raise money for the Know Your Rights Camp. Maroon 5’s Adam Levine’s performance also generating interest.


OMD Oasis at CES 2017: The art of storytelling in an attention deficit world

At a convention powered by the latest in technological innovation, it was the art of storytelling that captivated the marketing community at OMD Oasis. Claudia Cahill, OMD Content Collective’s President, led a panel comprised of the industry’s leaders in storytelling: Steve Peace (SVP International Media, Sony Pictures), Brad Jakeman (President, PepsiCo’s Global Beverage Group), Dawn Ostroff (President, Condé Nast Entertainment), Mike McCue (CEO Flipboard) and Bryn Mooser (Co-Founder & CEO RYOT).

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Each panelist offered a distinct and fascinating perspective on the challenges and contradictions inherent in storytelling in a world that demands both short, snackable content as well as complex, immersive stories that fuel our deepest passions.

Whilst all agreed that brand storytelling has become a much more complex challenge because of both consumer expectation and the proliferation of platforms and channels, the solutions varied. Steve explained that at Sony Pictures, “a narrative structure has been created in which the first 3 seconds are comprised of 5 to 10 shots; a visual mnemonic of the very best shots in our film that pulls you into watching the entire trailer’’. And it’s a narrative structure that is powered by reams of data.

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At PepsiCo, Brad built a Content Center because “it was the only way to create the type of content needed to keep pace with the need for innovation’’. He explained that technology provides enormous opportunity for the expression of ideas but the content is critical. “The holy grail is how deeply someone has engaged with the content and it’s not about reach’’.
Dawn shared how she started the Next Gen Studio at Condé Nast to create a storytelling capability on every single platform and admitted that making content for a younger, Millennial audience is challenging because “GenZ have grown up on a diet of content snacks’’ and that there remains a gap in longer form content that is made specifically for them. Mike reminded the audience of the importance of having clear and meaningful objectives and that “really high-quality stories should be the goal’’, not short snackable content; “any story, short or long, has the power to move the world forward’’.

Disrupting the content creation process

The opportunity to break the rules and to disrupt the content creation process was debated and Bryn explained that the mobile phone has been the vehicle for the democratization of filmmaking. It made it possible for anyone out there to shoot a film and tell a great story. Moreover, with Facebook and YouTube 360, the way you look at video has fundamentally changed; you’re now able to step inside the story, to experience what the person holding the camera sees and feels, bringing people right up close to events around the world. And that closeness is what fuels peoples’ voices and passions.

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The discussion shifted into learnings for the audience and there were five key takeaways:

  • Global vs. Local: Ensure stories are relevant across different geographies
    At PepsiCo, a content slate is developed for brands and countries in advance so that the right content is crafted. Interestingly, 90% of their content is now developed globally and shared across territories.
  • Immersive Storytelling isn’t achieved solely by technologies and tactics like VR and AR
    Narrative structure can be incredibly immersive. Consider content strategy over longer timeframes to build out worlds and/or characters, and give people a peek into that.
  • Be nimble and open to change.
    The technology still has to catch up with the vision of storytellers so be prepared to try new things.
  • Focus
    With so many choices for how and where to tell your story, it’s critical to simplify the complexity and focus on the goal of your story.
  • Be Passionate.
    Storytelling gives meaning to the world so embrace the emotion, chaos, and challenge of it.
 To find out more about the OMD Oasis programming at CES 2017, please visit CES.OMD.COM

 


How sports are making environmental and sustainability issues relevant

A few weeks ago, I was asked to take part in a debate with the Guardian on ‘The Sports Industry and Sustainability’. Joined by a panel of experts including Tania Braga, Head of Sustainability, Organising Committee for the Rio 2016 Olympic and Paralympic Games and Russell Seymour, founder of the British Association for Sustainability in Sports, I was asked to provide a point of view from the standpoint of rights holders, sponsors and fans.

At Fuse, OMD’s Partnerships and Experiences agency, we know the power sport has to inspire, motivate and engage fans. It’s why we believe in the power of sponsorship to drive brand love, increase consideration and influence purchase decision-making. But what about harnessing the influence sport, clubs and teams have over their fans to drive environmental behaviour change? Can a football club really get their supporters to switch to a green energy supplier or to take up recycling?

An example from one of our clients that have done just that is PepsiCo in the US. Leveraging their NBA sponsorship of Miami Heat team, PepsiCo set up recycling machines that incentivise and reward fans who use them with discount vouchers for merchandise in the stadium. It’s a really great example of how a sponsor and big FMCG brand can engage sports fans, enhancing their experience at a venue whilst encouraging recycling and, importantly, driving a change in behaviour.

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Nissan also used a sporting event, the UCL final last year, to promote their fully Electric Vehicle (EV). We didn’t lead with environmental messaging, but instead showcased the performance and convenience of using an EV in a modern city like Berlin. We leveraged the passion of football fans and the sponsorship platform that the Champions League provides to show fans how their physical kinetic energy could be converted into energy that fuelled the Nissan Leaf EV.

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There’s a real role sport can play in making environmental and sustainability issues relevant to the everyday consumer. There’s also a massive challenge for the sustainability industry that isn’t used to talking the language of sports fans. That’s the role rights holders, sponsors and marketers can play in the sports industry/ sustainability discussion – making sustainability cool, relevant and part of what is already a consumer passion to drive effective and positive social change.

Read more about the live debate or the summary article on six ways to tackle sport’s waste problem. Any questions or want more information, do get in touch with Rachael Smith, our Purpose Director.


OMD IS THE MOST MEDALED MEDIA AGENCY

OMD IS ONCE AGAIN THE MOST MEDALED MEDIA AGENCY IN CANNES

OMD has once again proved to be an indomitable force as we were hailed as the most awarded media agency network, earning a total of 63 lions across many different categories. Winning 3 grand prix, 9 gold, 16 silver and a staggering 35 bronze. OMD has again without doubt stolen a march on its competitors at one of the most prestigious creative events in the industry.

OMD’s accolades were awarded for work across a broad spectrum of client categories – including automotive, CPG, financial services, media, retail, sports goods and technology – by OMD agencies across the globe. On top of being the most awarded media agency in the Media category, OMD also topped the ranking in 7 further categories including Digital Craft, Creative Effectiveness, Cyber, Integrated, Film, Film Craft and Health & Wellness.

OMD WINS SPAN GLOBE AND CATEGORIES

EMEA_wins

  • OMD SWEDEN – SLOW DOWN GPS, IF INSURANCE (6 TOTAL – 1 GOLD, 1 SILVER, 4 BRONZE)
  • OMD SWEDEN – THE ORGANIC EFFECT, COOP (4 TOTAL – 1 GRAND PRIX, 1 GOLD, 1 SILVER,      1 BRONZE)
  • MG OMD UK – TINY DANCER, JOHN LEWIS INSURANCE (3 TOTAL – 1 GOLD, 2 BRONZE)
  • OMD SWEDEN – THE FISH, KLARNA (2 TOTAL – 2 BRONZE)
  • OMD SWEDEN – THE CHEESE, KLARNA (1 TOTAL – 1 BRONZE)
  • OMD SWEDEN – THE SWIM, KLARNA (2 TOTAL – 2 BRONZE)
  • OMD UK – HUMANS, CHANNEL 4 (2 TOTAL – 2 SILVER)
  • MG OMD UK – THE MAN ON THE MOON, JOHN LEWIS (2 TOTAL – 1 SILVER, 1 BRONZE)
  • MG OMD UK – MONTY’S CHRISTMAS, JOHN LEWIS (1 TOTAL – 1 GRAND PRIX)
  • OMD UAE – DATE NIGHT, HENKEL (1 TOTAL – 1 SILVER)
  • OMD UAE – SUNDAY STROLL, HENKEL (1 TOTAL – 1 SILVER)
  • OMD UAE – BARKING PUPPY, HENKEL (1 TOTAL – 1 SILVER)
  • OMD UAE – I CAN TEACH YOU TOO, DUBAI CARES (1 TOTAL – 1 BRONZE)
  • OMD ITALY – DACIA FAMILY PROJECT, RENAULT ITALIA (1 TOTAL – 1 BRONZE)
  • OMD GERMANY – KEYS OF HOPE, DEUTSCHER CARITASVERBAND / CARITAS INTERNATIONAL    (1 TOTAL – 1 BRONZE)
  • OMD ITALY – BUSINESS BOOSTER, RENAULT ITALIA (1 TOTAL – 1 BRONZE)
  • OMD UK – HUNTED, CHANNEL 4 (1 TOTAL – 1 BRONZE)
  • MG OMD UK – A GROUND-BREAKING CAMPAIGN TO COMBAT LONELINESS, JOHN LEWIS              (1 TOTAL – 1 BRONZE)
  • OMD UAE – CHAMPIONS HIJACK, GO SPORT (1 TOTAL – 1 BRONZE)

NA_wins

 

  • OMD USA – THE SUPER BOWL DUNK, GATORADE (5 TOTAL – 1 GOLD, 1 SILVER, 3 BRONZE)
  • OMD USA – GE PODCAST THEATRE PRESENTS THE MESSAGE, GE (3 TOTAL – 2 GOLD,                  1 BRONZE)
  • OMD USA – IN-A-SNAP, LOWE’S (3 TOTAL – 1 SILVER, 2 BRONZE)
  • OMD USA – NYT VR, THE NEW YORK TIMES, NYT VR, T BRAND STUDIO, GOOGLE, GE, MINI          (1 TOTAL – 1 GRAND PRIX)
  • OMD USA – THE LADY GAGA + INTEL PERFORMANCE, INTEL (1 TOTAL – 1 GOLD)
  • OMD USA – COLOR BARS, APPLE (1 TOTAL – 1 SILVER)
  • OMD USA – INTEL WINTER X GAMES 2016, INTEL (1 TOTAL – 1 BRONZE)
  • OMD USA – RAINBOWS, DORITOS (1 TOTAL – 1 BRONZE)
  • OMD USA – PEPSI + EMPIRE PARTNERSHIP, PEPSICO (1 TOTAL – 1 BRONZE)
  • OMD USA – HISTORY OF SOUND, APPLE (1 TOTAL – 1 BRONZE)

APAC_wins

  • OMD NEW ZEALAND – UNFORGOTTEN SOLDIERS, SKY TELEVISION NEW ZEALAND (7 TOTAL –      3 SILVER, 4 BRONZE)
  • OMD NEW ZEALAND – HELLO, NZ TRANSPORT AGENCY (1 TOTAL – 1 GOLD)

LATAM_wins

  • OMD COSTA RICA – #LEYDEMIERDA (#SHITLAW), TERRITORIO DE ZAGUATES (2 TOTAL –               1 SILVER, 1 BRONZE)
  • OMD DOMINICAN REPUBLIC – END THE SILENCE, LA SIRENA (2 TOTAL – 1 GOLD, 1 SILVER)

Mainardo de Nardis, Global CEO, OMD Worldwide said, “We are thrilled and proud to have been awarded and recognised once again for our commitment to stronger, smarter and better work for our clients.  Creativity remains at the core of everything we do at OMD and as the landscape changes in our industry we have the agility and the talent to lead and equally make our clients leaders in their categories as well. We wish to thank all of our incredible clients that make this possible – and our people, without whom none of this would be possible”


What to expect at this year’s OMD Oasis at Cannes

The Cannes Festival will soon be upon us and for the last three years the OMD Oasis has had the unprecedented reputation of offering our clients and guests exclusive access to some of the most exciting thought leaders, tech and media partners, along with visionaries from across our industry. These trailblazers are known key players in the redefinition of ours and our clients’ business.

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These trailblazers are known key players in the redefinition of ours and our clients’ business.  This year, OMD will focus on how we define, inspire and action brands with purpose and authenticity; with talks on storytelling, insight-led marketing, diversity and innovation involving clients and partners from the worlds of television, tech, social and Silicon Valley.

In addition to the most forward-thinking industry leaders, we’ve confirmed a number of A-List celebrities, themselves important brands—Gwyneth Paltrow, Ryan Seacrest, Anderson Cooper, Brett Favre, to name a few … who will talk about the real and immediate need for authenticity.

A number of our global clients including Activision, Bacardi, Barilla, Google, HPE, Intel, Nissan and PepsiCo will give us first-hand insight into what has become a truly transformative era in our industry and how they are embracing these challenges and drive growth.

We hope to see you there in-person, but if you are unable to attend, you can join us online as we will bring you real-time coverage of the OMD Oasis and the Lions Festival at the Palais across the entire week. Please join the conversation by following the hashtag #OMDOASIS or point your cursor to cannes.omd.com for the full agenda and roster of speakers.

Thank you from all of us at OMD!


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