Case Study Asian Cup Soccer

Tournament Campaign

ASIAN CUP SOCCER TOURNAMENT

Campaign Client Flight date Channels

Asian Cup Soccer Tournament

AFC 1. May-June 2014 2. Oct-Nov 2014 3. Dec 2014 - Jan

2015

Rich Media, Video, Display,

Retargeting

Sparc Media was appointed as the digital media buying for the Asian Cup Soccer Tournament. The tournament was relatively unknown in Australia so we were tasked with increasing awareness and driving ticket sales.

The campaign was split into 3 phases:

Our job was to uncover the audiences most likely to be interested in purchasing tickets which comprised of hardcore soccer fans and those harder to find event go-ers, mums and dads and sports fans who might just go on a whim.

May-June 2014

Oct-Nov 2014 Dec 2014 - Jan 2015

Initial launch of tournament

Brand push to raise awareness

Complete focus on ticket sales

Awareness was a key focus of the campaign and was achieved in the form of video, interactive video and high impact rich media skins. We focused on a mixture of premium inventory sources, sports, entertainment and lifestyle categories.

As the client was doing above the line and PR, the retargeting also helped them to convert more of the traffic which was generated from those sources.

ROI 676.77% vs. a goal of 150% minimum

Then to drive ticket sales we implemented a variety of display and retargeting strategies. A large number of creative skews were put into market to ensure that each territory saw specific messaging based on their location.

CPA $21.20 vs. a goal of $20-$40

Average shopping cart value: $165.27 vs. a goal of $100-120

Skins were placed on the AdSparc rich media platform.

The Skins yielded an engagement rate of 1%

HIGH IMPACT AD UNITS

ehow.com cracked.com zerotackle.com ibtimes.com dailymotion.com

The highest performing sites were:

Video was bought programmatically and on Youtube appearing as pre-roll. The average CPM for Video overall ended at $23.89.

The highest number of conversions came from:

We noticed early on that the video though delivering results for attention and interest phases in a customer journey cycle did not push towards an actual sale. Hence this was stopped early on and budget moved into performing display.

559 conversions

CPA

$25.94

657 conversions

CPA

$15.92

421 conversions

CPA

$18.82

373 conversions

CPA

$12.90

181 conversions

CPA

$4.35

The sites which received the highest conversions was Anonymous Fairfax sites, but it was not at all the best performing site. Sites such as ebay, msn, dongyoungsang.com performed much better in terms of lower CPA’s and higher conversion rates

VIDEO

Fairfax DRX eBay Low volume

inventory (blogs, etc)

Gumtree Realestate

For more information about Sparc Media please contact

Stacey Delaney Sales Director

stacey.delaney@sparcmedia.com

www.sparcmedia.com