Ocean’s head of perception Steve Bernard outlines the findings of two shopper research carried out throughout Paris 2024.
This summer time supplied the nation with some unimaginable sporting moments. Whether or not it was England’s robust exhibiting at Euro 2024 in Germany, Carlos Alcaraz efficiently defending his Wimbledon title in dominant vogue, or the unimaginable performances of our Olympians and Paralympians, there was one thing for everybody.
Rising to the problem, Ocean went the additional distance, working alongside Group GB and ParalympicsGB to current 15 Official fan zones, aiming to carry as many individuals collectively as potential to share within the stay sporting motion.
The manufacturing of those fan zones nationwide was a collaborative effort undertaken with Group GB and ParalympicsGB, our landlord companions and the official sponsors who executed interactive model activations on the extra in depth fan zones in London, Manchester and Edinburgh.
With so many fan zones developed on such an unprecedented scale, it was essential to measure customer expertise, the worth guests attributed to the fan zone being ‘Official’, and potential outcomes for the model sponsors.
Understanding the customer expertise
Ocean labored with two analysis companies to carry this examine to fruition.
Opinium for the Group GB Olympics fan zones at Battersea Energy Station, Spinningfields in Manchester and St James Quarter in Edinburgh.
Savanta for the ParalympicsGB fan zone hosted by Battersea Energy Station.
Each research had been carried out through the course of every Video games. The methodology took the type of face-to-face interviews of tourists within the varied places. It was testomony to how positively folks felt about their visits that over 1,000 interviews happened.
How constructive did folks really feel?
*Over 90% of Group GB and ParalympicsGB fan zone guests had a constructive expertise.
*On common, the interviewees spent two hours within the fan zone space, an enormous dwell time when in comparison with typical promoting alternatives.
*92% and 79% of interviewees stated they might advocate the Group GB and ParalympicsGB fan zones (respectively) to family and friends, so a major phrase of mouth advertising and marketing alternative was additionally being generated.
Again and again, interviewees spoke of the fan zones as family-friendly, an oasis of rest in the midst of an enormous metropolis and a welcome alternative to share the expertise of watching stay sport with like-minded folks.
Key Group GB findings
One in three visits had been deliberate
One of many key findings was that one-third of our interviewees had been deliberate guests, which means they’d particularly come to the situation for the fan zone.
Most importantly, slightly below half (43%) of those deliberate guests had been unfamiliar with the situation beforehand. This exhibits the fan zones pulled new audiences to those places, and these folks then spent 2 hours+ imbibing and experiencing what else the situation needed to provide.
35% of the deliberate guests had heard in regards to the fan zone from family and friends (which speaks again to the phrase of mouth potential), and the remainder from a mixture of on-line advertising and marketing exercise and social media.
With 1 in 5 posting their expertise on social media, there’s a important ‘social amplification’ factor at work right here to recruit increasingly folks to those activations.
60% of respondents believed within the significance of the fan zone being ‘Official’, and the added layers that include this. Athlete visits for instance added a depth to the expertise which isn’t the case at unofficial popups of this nature.
82% of spontaneous guests had their notion of the situation enhanced, and 53% stated they’d come again once more. So the serendipity worth is excessive; in a world through which a lot of the content material we devour is algorithmically served to us, fan zones are a welcome place to find one thing new in a vastly constructive means.
Sturdy model recall and consideration
For the manufacturers endeavor activations on the fan zones, there was a rise within the variety of folks prepared to contemplate them sooner or later. There have been additionally very robust recall ranges for these manufacturers particularly endeavor huge activations which concerned and engaged guests.
ParalympicsGB fan zones encourage and lift consciousness of incapacity sport
Two particular goals for the ParalympicsGB fan zones had been to boost consciousness and encourage guests to become involved in sport.
*36% of these with disabilities stated their time on the fan zone has impressed them to get extra energetic.
*73% of all interviewees stated they now had an elevated understanding of inclusive sport. This elevated to 82% of 16 to 25s.
Conclusion
Fan zone experiences, when curated by Ocean Labs, carry new folks to places, allow them to share nice moments with like-minded folks, and are of immense worth to the sponsoring manufacturers and content material companions. A real instance of how Ocean and our companions are turning Areas into Locations™.
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