Client: Scottish FA
WINNER In the absence of any previous consumer-based research, the Scottish Football Association identified the need for the collection and analysis of information and primary data. This covered three key areas: the role of the SFA; the marketing and exploitation of key SFA events; and the marketing and exploitation of the Scottish international football team.
In the first instance, consumer research was required to establish whether the SFA owned or had primary responsibility for a brand that was recognised by the consumer.
The research identified the Scottish Cup and the Scotland team as the two primary brands under its banner.
Armed with the results, the SFA set a number of key targets for the international brand and the results show that the subsequent marketing activity has had a significant degree of success.
A 52% increase against the target for attendance at the Euro 2004 qualifying matches was achieved, as well as a 30% rise against target for the sale of Scotland replica shirts. The number of Scottish adults that were 'very proud' of the team also rose from 21% to 26%.
Additionally, after 18 months Safeway had achieved an awareness level of 53% as main sponsor of the international team compared with a high of 27% for the previous sponsors Scottish Gas.