September 15, 2023
TV
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A case study by Gazprom-Media Sales House, Match TV and SberJazz service: How to improve brand metrics with sponsorship integrations
Gazprom-Media Sales House collaborated with the Match TV channel and SberMarketing to promote SberJazz, a Russian videoconferencing platform. Learn more about the results achieved based on the integration effectiveness assessment in this case study.
Objectives
The project team was tasked with developing an innovative, eye-catching, and yet organic communication format to showcase the benefits of the SberJazz videoconferencing service. The service is suited for both business and personal communication.
Implementation
It has been proved that sponsorship advertising on TV is an effective tool for building an emotional and rational connection between the brand and the consumer. Therefore, sponsorship integrations into the Match TV projects during the Ice Hockey World Championship, OLIMPBET Russian Super Cup, and the PARI Premier Cup were chosen as the main tool for the advertising campaign.
To effectively demonstrate the key capabilities of the service to the audience, SberJazz was integrated into live broadcasts featuring correspondents on Match TV.
The hosts of the flagship project “Everyone to the Match!” used the SberJazz videoconferencing service to connect live with correspondents covering top sports events not only in Russia, but also abroad.
For each teleconference, we prepared unique verbal announcements describing the key features of the service. Viewers were able to experience the noise reduction feature during broadcasts of award ceremonies and enjoy high-quality transmission and other features during broadcasts from abroad.
Effectiveness assessment
For SberJazz, it was the first time of using TV sponsorship. In order to assess its effectiveness, we, together with Tiburon Research, decided to find out what impact the integrations had on the product’s brand metrics.
First, the Sales House team formulated several hypotheses that were tested during the collaboration.
Hypotheses
- Integration on Match TV improved the brand image and improved SberJazz KPI’s.
- During the advertising campaign, attention of the target audience was successfully drawn to the benefits of the SberJazz videoconferencing product.
- The creative content utilized was received well by the viewers.
Methodology
The research was conducted via online interviews in Russian cities with populations exceeding 100,000. The target audience included men aged from 22 to 55, who watched the Match TV channel over the past three months, as well as men of the same age who did not watch Match TV.
In total, 400 interviews were conducted, 200 interviews in each group. Each interview consisted of several parts:
- Brand lift — assessing brand awareness, including displaying competitors’ logos on the screen.
- Assessing the impact of creative content used in the campaign—by interviewing randomly selected respondents from both groups after watching videos.
- Identification of the respondent profile—a general list of questions for all participants to determine the level of education, income, and marital status.
Research findings
The level of spontaneous knowledge of SberJazz advertising was higher among respondents who watched the Match TV channel compared to the control subgroup that did not watch the channel.
Therefore, advertising integrations in the “Everyone to the Match!” program had a positive effect on brand performance, significantly improving awareness, spontaneous and prompted knowledge, as well as the intention to use the service in the future. Due to their native format, the audience perceived the creative integration as part of the TV program rather than a special advertising campaign.
Over 70% of respondents highly rated the SberJazz integration by all criteria, confirming the attractiveness and effectiveness of the creative content.
It is safe to say that the SberJazz TV advertising campaign has already had a positive impact in a relatively short period.
Conclusion
All campaign targets were achieved during the Match TV campaign, and the reach of the first and second flights exceeded the planned levels.
It is important to note that the client had previously only utilized digital platforms as the main tool to promote the SberJazz video conferencing service. Match TV became the first channel that the brand collaborated with in the field of TV sponsorship. We are grateful to our partners for their trust. The organic sponsorship integration on Match TV enabled us to effectively inform the audience about the service without diverting their attention from their favorite broadcasts. We, in turn, greatly appreciated the work of SberJazz and continued to use the product in our work.
Project team of the Gazprom-Media Sales House
- Rozalia Saladunova, Head of the Sales Office, Sports Projects Sales Department, Gazprom-Media Sales House;
- Yulia Kipnis, Head of Sponsorship Project Development and Support Department, Match TV;
- Elena Belykh, Sales Office Manager, Sports Projects Sales Department.
It was important for us to execute a native advertising campaign that not only tells about SberJazz, but also shows the product in action. We were immediately drawn to the idea of integrating the service into the projects of a sports TV channel. After all, the specifics of the correspondents’ work allow for an effective demonstration of multiple product features. For instance, the noise reduction feature did an excellent job with the raucous emotions of the fans in the stadiums. Speech transcription has proven a useful tool for editors, not to mention the quality of sound and image transmission from anywhere in our vast country. At the end of the campaign, we also observed an increase in spontaneous and prompted knowledge about the product. Furthermore, many respondents have expressed the intention to use our service in the future.
Project team of Sberbank
- Gita Gerasimova, Executive Director of the Technology and Innovation Marketing Administration, Sberbank;
- Maria Lebedeva, Line Manager, Sberbank;
- Anastasia Bodrova, Line Manager, Sberbank.
The primary objective of the project was to inform the audience about the product using a non-standard communication format, and sponsorship advertising is one of the effective tools for this purpose. The organic integrations with correspondents and the striking emotional content of Match TV presented us with the opportunity not only to explain the benefits of SberJazz, but also to capture the interest of viewers and increase their willingness to use the service in the future.
Project team of SberMarketing
- Anastasia Buslaeva, Head of Department for Integrated Projects;
- Anastasia Drozhachenko, Integrated Projects Team Lead;
- Alina Aleksandrova, Junior Manager of Integrated Projects.
Gazprom-Media Sales House and Match TV channel are part of Gazprom-Media Holding.
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