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IPC Ignite Case Study
P&G celebrates its 5 th year
sponsoring the Shockwaves NME
Awards
P&G Shockwaves celebrates its 5 th year sponsoring
the NME Awards
Background
Launched in 1953, The NME Awards have become THE social event to
attend in any rock stars calendar. The awards celebrate the best in
New Music, Classic Indie and Rock around the world.
The awards host the biggest acts, whether they are playing to an audience of millions, presenting or
accepting an award. In turn, this enables the awards to attract celebrities, sponsors, and global
exposure for weeks and months ahead.
P&G have sponsored the awards under their Shockwaves brand since 2005 and in 2009 they carried
on the tradition with a 2 day extravaganza of Rock and Indie music when they took over the Brixton
Academy in London. They also filled the O2 Arena for the 2 nd year to host the Big Gig where bands
such as the Cure played to an audience of 15,000 music fans.
The Pitch
In the 5 th year of its sponsorship, Shockwaves objectives still involved
striving to increase purchase consideration of the brand but more
importantly, continuing their association with new music and live
entertainment.
Once again the NME brand offered Shockwaves NME’s three media
advertising platforms - magazine, online and TV.
This year we were also able to offer them activity on NME radio –
making this a truly multi platform campaign
The Solution
Audience attitudes to the Shockwaves brand were measured
through tailored research (conducted by GFKNOP), which also
analysed changes over the past 5 years of sponsorship.
Previous research showed that Shockwaves have already associated themselves strongly with the NME
brand and the Awards. In 2009, the introduction of NME radio to the campaign mix, meant that the
Shockwaves brand was given even more exposure and gave the brand and it’s NME activities, maximum
coverage.
Creative solutions included:
•Sponsoring NME’s huge music events across the UK, starting with the NME Awards Tour, the NME Awards
shows, the 2009 NME Awards and then culminating with the Big Gig at the O2 Arena in London
•Extensive digital activity included display ads, news stories, countdowns, takeovers & much more
•Numerous advertorials in NME Magazine
•Editorial support, both in mag and online
Added Value:
•Screens at events plastered with Shockwaves rolling films promoting Shockwaves and the Awards
•16 hours of coverage on NME TV
•Pre and post ad effectiveness research was conducted to assess advertising effectiveness
•Extensive exposure on NME Radio including ticket giveaways and on air promotions and DJ mentions.
•Over 30 videos placed on youtube generating over 1 million views

IPC Ignite Case Study
P&G celebrates its 5 th year
sponsoring the Shockwaves NME
Awards
The Results
Research was conducted through GFK NOP, which comprised of an online survey with the sample recruited
from NME.com using buttons and banners, and through an e-mail invite to 40,000 NME MySpace members.
Results include:
Strong association: Since 2005 Shockwaves have seen cumulative increases of 330% in their association with
new music and 425% in their association with NME emphasising the compatibility and strength of the
partnership.
Increase in purchase consideration: 51% of those that use hair styling products would purchase Shockwaves in
the future. The cumulative increase from 2005 for those that would definitely buy Shockwaves as a result of the
association with NME and the awards is up 122%.
Relevance: The NME awards are important to the Shockwaves target audience’s lives – maintaining the fact
that the NME campaign is one of the best ways to influence buyer decision in this audience.
- NME readers are even more positive towards the awards
- 85% find the awards culturally significant
- 72% regular readers agrees strongly that the awards mean a great deal to them
The research shows the continuing success of the sponsorship between Shockwaves and NME. The audience
are still engaging with the brand and this is in turn proves the relevance of the association between NME and
Shockwaves. The audience are still receptive to the partnership and the research shows high levels of
awareness and association even before the 2009 campaign began, proving that the brand partnership has
longevity with the NME audience.
NME is not just a magazine anymore. With media platforms on TV, Internet and now Radio, the NME offers
advertisers and brands alike, the chance to engage and interact with a wide range of music fans who are
actively seeking brands associated with the music world.
For more information please contact Insight: insight@ipcmedia.com