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EUROPEAN MATCH REPORT Ronaldo v Messi Champions League Preview Prepared by


Contents • • • • •

Reminder of objectives M k engagement Market Content distributed Coverage Highlights Analysis


Objectives •

Leverage media interest in the Champions League Final for Castrol through a Fuel for Debate story focussing on Ronaldo v Messi

Use Castrol’s access to Ronaldo as a Castrol ambassador to support story with newsworthy quotes

Maximise coverage in key markets: – UK ((Ronaldo,, Manchester Utd)) – Spain (Messi, Barcelona) – Italy (Hosts, Rome)


Market engagement • •

Engagement has improved since the last piece of activity in March There are still some markets where

Agency in  place?

Regular CMM engagement?

Coverage generated?

Austria

No  ‐ budget

Yes

No

Benelux

No ‐ internal

Yes

No

Czech Republic

Yes

No

Yes

France

Yes

No

No

Germany

Yes

Yes

Yes

Greece

Yes

Yes

Yes

Italy

Yes

Yes

Yes

N di Nordics

N budget No  ‐ b d

Y Yes

N No

Poland

Yes

Yes

tbc

Portugal

Yes

Yes

tbc

Romania

tbc

Yes

No

Russia

Yes

No

Yes

Spain

Yes

Yes

Yes

Switzerland

No ‐ budget g

No

No

Turkey

tbc

No

No

UK

Yes

Yes

Yes

Ukraine

Yes

Yes

Yes


CZECH REPUBLIC


Examples from Czech Republic

Denik Sport Date: 27.05.09


Examples from Czech Republic

MF DNES Date: 27.05.09


Examples from Czech Republic

Aha! Date: 27.05.09


Examples from Czech Republic

Blesk Date: 27.05.09


Example from Czech Republic

E15 Date: 27.05.09


GERMANY


Examples from Germany Motorsporttotal.com


GREECE


Example from Greece www.Goalnews.gr Date: 27 27.05.09 05 09


Example from Greece www.Goalnews.gr Date: 27.05.09


Examples from Greece Ora Ton Sport


Example from Greece Vima Date: 26.05.2009 Circulation: 365.7000


Example from Greece www.sportdog.com Date: 27.05.09


Example from Greece www.sportdog.com Date: 27.05.09


Example from Greece www.nova.com Date: 27.05.09


Example from Greece www.sport-fm.gr Date: 27 27.05.09 05 09


Italyy


Examples from Italy

Gazettadellosport.it Date: 27.05.09


Examples from Italy Tribuna Ecenomica Date: 27.05.09


Examples from Italy

Gazettadellosport.it Date: 27.05.09


POLAND


Examples from Poland Gazeta Wyborcza Second biggest national Polish daily


Examples from Poland P l k Polska One of the biggest national Polish dailies


Examples from Poland

Gazeta.pl Gazeta Wyborcza web site


Examples from Poland Onet.pl Second biggest Polish web site


Examples from Poland Polska pl Polska.pl Polska daily web site


Russia


Examples from Russia Sport Express Daily National Sport Newspaper


Examples from Russia Kommersant Daily Natoinal Newspaper


SPAIN


Examples from Spain

Marca Leading sports newspaper Circulation: 403,000


Turkeyy


Examples from Turkey HÜRRİYET Ulusal Gazeteler D t 27.05.2009 Date: 27 05 2009 Circulation: 516,636


Examples from Turkey HÜRRİYET [ Ulusal Gazeteler ] D t 27.05.2009 Date 27 05 2009 Circulation 516,636


Example from Turkeyy www.HÜRRİYET.com D t 27.05.09 Date: 27 05 09


Example from Turkey

www.posta-gazetesi.net Date: 27.05.09


Example from Turkeyy www.Habert端rk.tr Date: 27.05.09


Example from Turkey www.Habert端rk.tr Date: 27.05.09


UKRAINE


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


Examples from Ukraine


UK


Examples from UK Daily Star Date: 27.05.09 Circulation: 822,646


Examples from UK TimesOnline Date: 27.05.09 Circulation: 21,600,000


Analysis •

Material –

M k t ffeedback Market db k hhas bbeen really ll positive: iti – –

– –

Two pieces of content were created – match performance stats from OPTA and physical performance stats from SAQ The SAQ. Th two t pieces i were given i tto markets k t ffor th them tto di distributed t ib t d as a jjoint i t communication i ti There some issues around delivery times, which were due to slow approval from Ronaldo’s agent: –

Igor Walter, H&K Czech Republic: “Just wanted to write that what you sent is great stuff. Very similar quality as the penalty analysis during EURO 2008. So keep this type of content coming! ☺ “ Eduardo Gil, Inforpress, Spain: “Thanks a lot Charlie, this looks quite good!”

Esra Oner, Castrol Turkey: “We distributed the release on Monday since we received the English version on Friday late afternoon and translation took another day. So we'll appreciate receiving them earlier the next time, esp. when there's a certain game we target so we can plan the distribution of the content much better. “

Quality of coverage – – – – – –

Many newspapers were doing Ronaldo v Messi features, so the content was very timely and useful for media The majority of coverage was through the OPTA stats as an additional breakout box Whilst the majority credited Castrol as the source, the credit was quite small as these were used within the breakout boxes on the page Having a Castrol logo that was mandatory for inclusion either alongside or within the supplied graphic would improve awareness for Castrol The SAQ stats were again useful for adding extra colour to existing RvM features To create a stand-alone feature, we could have created graphics that represented the SAQ stats to make the article more visual and engaging – the Marca piece is a great example of interesting visual representations


Analysis •

Market engagement – –

9 markets have delivered coverage which is a great improvement on the last piece of activity (4 markets – Spain, Germany, Russia & UK) We need to build on this momentum for the Confederations Cup and remaining WCQ matches

Monitoring – –

Monitoringg is beingg done centrallyy for Germany, y, Poland,, Spain, p , Russia,, Italyy & UK Markets have been quick to respond to requests for coverage, this is thanks to having developed relationships with the new local PR agencies on board


Test  

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