 This week, egtabites delves into the hotbed of creativity that is brand sponsorship, with a selction of cases from the Belgian sales house Medialaan.
Medialaan has a well-structured platform to support its non-spot advertising offer, including a selection of case studies on its website and a research tool to evaluate the impact of sponsorship campaigns on brands – the Sponsorship Impact Monitor (SPIM+). The findings from this standardised study – an online survey carried out by InSites Consulting and developed with the University of Antwerp – offer granular understanding of how sponsorship campaigns can drive specific metrics, such as brand awareness, brand image and brand activation, across different target groups.
Analysis of multiple SPIM+ studies, which compare matched groups of viewers and non-viewers of a campaign, shows that sponsorship gives a 93% chance of increasing a brand’s awareness and an 87% chance of improving brand image.
This article looks at three cases that demonstrate sponsorship’s effectiveness for brands from different sectors: an FMCG brand, a retail store and a lifestyle brand. In each case, Medialaan’s popular television shows provided the perfect vehicles to meet the clients’ objectives.
Click the logos below to discover more about each of these great campaigns!
Why this matters for egta members
Sponsorship and product placement, done well and with the right fit of brand, programme, concept and execution, are great ways to add depth to a multi-platform advertising campaign.
As the effectiveness of non-traditional advertising can be hard to measure, and the impact of a campaign difficult to forecast in advance, Medialaan's SPIM+ approach is an excellent example of how science can be used to inform art.
Medialaan’s cases and in-depth research demonstrate that sponsorship can be effective for a range of different brand sectors, and that television’s digital extensions can be used in combination with spot advertising to engage with a wider audience, particularly with younger target groups that are harder to reach using traditional media channels.
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