GMF, vainqueur du tournoi des six Nations dévoile aujourd’hui, en exclusivité, les résultats d’une étude réalisée par l’institut YouGov, mesurant le niveau d’association au XV de France, la mémorisation, l’image et le bouche à oreille généré par les sponsors du XV de France durant le tournoi des VI Nations.

Grâce à l’outil propriétaire BrandIndex, YouGov est dans la mesure de donner des scores prévis sur les items listés plus haut sur les marques que sont adidas, Société Générale, GMF, Orange, BMW.

Pour commencer, on note que les partenaires officiels “historiques” de l’équipe de France de rugby, la GMF, Société Générale et Orange tiennent la dragée haute avec des scores autour de 50% d’association au XV de France pour la GMF et la Société Générale. Orange performe légèrement en deçà de ses co-partenaires avec 40% d’association au XV. adidas connait la meilleure association au XV de France grâce à son statut d’équipementier et sa visibilité maillot, le tour renforcé par sa communication #allbleus et le lancement du fameux maillot rouge de l’équipe de France. A l’inverse, BMW n’a pas encore une association forte au XV de France avec seulement 16% des répondants associant la marque allemande aux tricolores mais cela est sans doute dû à la jeunesse du partenariat, signé en 2012. Plus surprenant, si on regarde la suite du classement ou en tout cas les marques citées, on retrouve des annonceurs comme la RATP, Orangina, Air France, AXA, BNP Paribas, SFR, Audi, SNCF ou encore l’équipementier Under Armour.


Néanmoins quand on réalise une analyse pré et post-tournoi, les chiffres de BrandIndex démontrent clairement que seule la GMF a réussi à tirer partie du tournoi puisque le sponsor du XV de France est le seul à évoluer positivement sur les 3 items que sont la mémorisation, le bouche à oreille et l’image, gagnant jusqu’à 12 points sur ce dernier item d’image en l’espace de 6 semaines. 

Comment expliquer la réussite de GMF ? Tout simplement par le niveau d’activité de la marque durant le tournoi des XV Nations, qui fêtait cette année ses 30 ans de partenariat avec le XV de France. L’activation a débuté avec deux spots publicitaires. Le premier des deux réalisa près d’1 million de vues sur Youtube alors que l’autre, destiné à une cible plus jeune, a sans doute aidé la marque à être mémorisée.

Deuxième grand volet de l’activation de GMF : l’événementiel. En effet, la marque a enchaîné les événements durant ce mois et demi de compétition avec notamment le trophée des partenaires GMF le 28 février, le GMF Rugby Training – une initiative exceptionnelle permettant à une équipe de rugby de vivre une journée en immersion dans le monde pro, coachée par Marc Lièvremont, et pour finir le RATP Rugby Park où GMF fut présent durant le week-end du 20 Mars à la station de métro/RER Auber avec des animations autour du rugby, notamment la Scrum Training, une machine pouvant tester la puissance de poussée d’une mêlée.



De bonne augure donc pour la GMF qui devra continuer à transformer les essais en cette année de Coupe du Monde de rugby.

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