How are brand sponsors measuring ROI from their Clockenflap investment?

Brand sponsors such as foodpanda Hong Kong and FWD Insurance are seeing satisfactory return on investment (ROI) from sponsoring this year’s Clockenflap, one of Hong Kong’s biggest music and arts festivals, which returned last Friday after four years of cancellations. 

In a conversation with MARKETING-INTERACTIVE, Alex Law, director of marketing, foodpanda Hong Kong, said that the ROI from sponsoring this sold-out event cannot solely be determined by numbers as foodpanda’s ultimate objective with this offline event was to connect and interact with the public, and to convey to everyone its pink brand identity and new brand philosophy.

“We believe that in-person engagement and offline brand association is an invaluable long-term investment. With the objectives of connecting with our loyal consumers, and building relationships with new users in mind, I would say that the ROI was beyond satisfactory. Nothing can surpass the feeling of seeing people answering our call and dressing in pink for their festival outfits...not to mention the large number of onsite sign-ups we received for our pandapro monthly subscription programme which we promoted onsite with limited-time offers.” he added.

The company’s strong pink association with the event in town this past weekend was developed through multiple exposure points such as owned social content, influencer engagement, media buy, which also led to excellent word-of-mouth, according to Law. “Even with Clockenflap over, we are still seeing members of the public rocking our exclusive pink merch out in the streets - we truly believe that the credible and relatable customer association as well as the guaranteed reach has ensured that we got the very best out of our investment,” he added.

Under its brand philosophy 'live like a panda', the company wanted to inspire people to fret less about the chores and worries of daily life, focusing their energies into things that can make them happy. “Seeing our customers face-to-face once again meant a lot to us and we believe there was no better and timely way to do this than at the return of Hong Kong's largest international outdoor music festival - we really look forward to continuing to paint Hong Kong pink in the future,” he added.

On a similar perspective, another Clockenflap sponsor FWD Insurance has also won brand awareness by showcasing a diverse mix of musical genres and styles, including a headline set by Canto-rock giants KOLOR, a unique joint performance by COLLAR x RUBBERBAND, Thai indie-pop duo HYBS and Taiwanese singer-songwriter LÜCY on FWD stage.

To live up to its recent “Here we are for your health” campaign, the brand aims to support everyone to pursue healthier lifestyles. “As music is one of the key elements, we supported Clockenflap 2023 and we hope to inject positivity into the community which echoes our vision of changing the way people feel about insurance,” a spokesperson from FWD told MARKETING-INTERACTIVE.

FWD elevated the overall Clockenflap experience with its FWD Passionland and Silent Disco, powered by FWD MAX Experiential Platform, to inspire attendees to ignite their passions and live life to the max, according to the spokesperson. “Creating opportunities for interaction with FWD at different levels throughout the event provided a number of experiential touchpoints on FWD MAX,” added the spokesperson.

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